Ep 12: Tribes, Movements and Cult Brands: Lessons on Creating Something That Matters – Phill Nosworthy

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Phill Nosworthy


Live Conversation


About this conversation
Ours is a world of teams, tribes and movements. For as long as there have been humans, we have obsessed with the power and potential of the group. Now, more than ever before, smart leaders must know how to harness their own storytelling and tribe building potential to create something meaningful.

In this fireside conversation, Phill Nosworthy unpacks lessons from the greatest movements the world has ever seen.


Conversation notes

  • Identity is built in, through and because of the groups that we are aligned to and that can be problematic.
  • Every time a consumer engages with a brand they see that as something that affirms their identity and something that they ‘find’ themselves in. Now, products and services are just the tip of the iceberg and are part of a bigger conversation about what that brand stands for.
  • Any time a movement is going to happen you are going to need 3 things: A strong leader, an idea, and a group of people who buy into both the leader’s vision and the idea itself.
  • Movements are defined by either the ‘dragon-slaying’ approach (standing against something) or the ‘missionary’ approach (standing for something).
  • The 3 pillars behind creating a movement are reframing an idea, mainlining it, and playing it long.
  • Which brands do you believe fit the criteria of building a movement and why?
  • Which brands have transcended the products they create and represent something more to people. What do they represent?
  • Movements and tribes are built on the actions of individuals because the intentions are all well and good but, as the saying goes, the road to hell is lined with good intentions. Actions are what drive outcomes.


More about Phill
Phill Nosworthy is a researcher, Keynote Speaker and Co-Founder of Switch Learning + Development.

He works alongside brands like Microsoft, Universal Music and ING as a speaker, facilitator and social impact strategist and has been described as a The Meaning Maker – a unique professional who creates new paths for the next generation of leaders and entrepreneurs.

Most importantly Phill is a Dad to Zander (human) and Chica (French bulldog fur child) and is still head over heels in love with the girl he fell for in high school. They live in Sydney’s Northern Beaches, spend around 100 nights a year travelling internationally and love camping under big starry skies next to raging fires.

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“What we are seeing in the way that people are doing life right now, are the hallmarks of movements that are really obvious. If organisations and their leaders can understand what those hallmarks are they can also design for those hallmarks and make it easier for people to be a part of what it is that they’re building.”


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