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Chandar Pattabhiram

To Become a Tech Titan, You’ve Got to Build a Tribe

Marketing is the science of emotional connections. As the great Al Ries and Jack Trout famously said, the marketing battle doesn’t happen in the physical domain; it happens in the “mind of the buyer.” As consumers, when we buy products or services beyond those that serve our basic needs, we’re not buying the physical manifestation of those products. We’re buying our emotional connection to them. We drive BMW because of our emotional connection to the attribute “the ultimate driving machine”. We run with Nike…