Mall Groups are Mini Tribes
1 Corinthians 9:20
Seth Godin says, “A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. A group needs only two things to be a tribe: a shared interest and a way to communicate.”
The Apostle Paul understood the need to become like the people he wanted to serve when he said, “To the Jews I became like a Jew, to win the Jews. To those under the law I became like one under the law (though I myself am not under the law), so as to win those under the law” (1 Corinthians 9:20). Small groups provide a way to create a tribe and establish that connection and community people long for. A great example of this comes from Bill Clinton’s appearance on the Arsenio Hall Show in 1992, just a few months before his impending election. Clinton did something the world had never seen before. He became most like the people he was trying to serve. He shared their interest. He played the saxophone, sharing his own talent and therefore lowering his status from a prestigious governor to common man. His appearance on one of TV’s highest rated shows communicated a clear message to everyone who saw him: I am just like you. Clinton showed an awareness of where culture was going and what his voters were watching.
Similarly, Barack Obama utilized that same method twenty years later. He knew he could not win his election alone. He surrounded himself with forward thinking people not similar to his own age but of the age of the voters he was trying to win over. His campaign team utilized media outlets most popular with that demographic. He too communicated the idea that he was one of us. Communicating that ide ...
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