Identifying Tribes

When I think of tribe, I'm thinking of individuals that have common traits. And if you can easily identify them as a group, maybe they're aware of the tribe that they're in or not. If you look at Harley Davidson enthusiasts, okay, well, there's lots of different kinds of Harley Davidson fans. But the one trait that we have is they all love Harley's and they probably don't own Honda. It's almost never the reason the company really thinks.