According to Logan, tribes are small groups (10-100 people) of people that form naturally. They tend not to be the same from each other and that difference is called "culture." A crowd or a business will likely contain many tribes. Tribes can be classified by one of 5 stages and each tribe can only hear one level below and above its own level. The stages are:
- "Life sucks" (ex. gangs)
- "My Life sucks" or "How can people so dumb live?" (ex. the DMV)
- "I am great (and you're not)"
(ex. lawyers or doctors meeting in an elevator, conferences)
- "We're great!" (ex. a company like Zappo.com)
- "Life is great!" (ex. any tribe with positive members that has a positive impact on people)
Ultimately the point of the book is to dispel the myth and mindset that only Dog eat Dog cutthroat companies survive and grow big. In fact, cultures based on back-stabbing and fear and "cover your ass" (as so prominent in FX and game companies in my experience) are doomed to stagnate or die. Not surprisingly, Mr. Logan encountered hostility when speaking about his book on FOX News:
A lot of TEDxers enjoyed this talk a lot, citing it as one of the highlights.