And yet the real success goes to those who obsess. The focus that leads you through the Dip to the other side is rewarded by a marketplace in search … - Seth Godin

As it becomes easier to monitor informal consumer networks, the winners will be companies that figure out what’s working fastest – and do it more (and figure out what’s not working – and kill it). Zara, a fast-growing retailer in Europe, changes its clothing line every three or four weeks. By carefully watching what’s working and what’s not, they can evolve their lineup far faster than the competition can ever hope to.

A group needs only two things to be a tribe: a shared interest and a way to communicate.

Abundance and scarcity In a society where value is created by the manufacture of goods or the allocation of limited resources, it’s not a surprise that organizations seek scarcity. We hesitate to share, because if I give you this, then I don’t have it any more. We erect barriers and create rules to make it difficult for some people to have access to these limited resources. While we don’t set out to become miserly, it’s an economic instinct, because what’s yours is no long mine. Even though we give lip service to sharing when kids show up for kindergarten classes, most of school is organized around the same ideas. We rank students, we cut players from the roster, we grade on a curve. Success, we teach, is scarce. Our new economy, though, is based on abundance, the abundance that comes from ideas and access. If I benefit when everyone knows my idea, then the more people I give the idea to, the better we all do. If I benefit when I earn a reputation leading, connecting and creating positive change, then I’ll benefit if I can offer these insights to anyone who can benefit from them. With an abundance mindset, we intentionally create goods that can be shared. It’s not based on our traditional factory-based economy, but it works now (in fact, it’s just about all that works)… engaging with the mesh, building communities that benefit from sharing resources instead of destroying them is a strategy that scales. With an abundance mindset, we create ideas and services that do better when people share.