Part 2 covers sections: “The Grateful Dead… And Jack,” “The Market Requires Change and That Requires Leadership,” “What Does It Take To Create a Movement?,” “Improving a Tribe,” “What Tribes Leave Behind,” “Anatomy of a Movement,” “Wikipedia,” “Leading from the Bottom (with a Newsletter),” “Crowds and Tribes,” “Marketing Changes Everything, but It Mostly Changes the Market,” “The Difference Between Average and Mediocre,” “How Many Fans Do You Have?,” “Twitter and Trust and Tribes and True Fans,” “The Status Quo,” “Initiative = Happiness,” “Crowbars,” “Scott Beale’s Party,” “A Brief History of the Factory, Part 1 (the Beginning),” “A Brief History of the Factory, Part II (the End),” ‘So Is It Really a ‘Free Agent Nation’?,” “The F Word,” “Thinking Your Way out of Fear,” “The Peter Principle Revisited,” “When It All Falls Apart,” and “Worth Criticizing.”

Godin reasserts from a previous work, Permission Marketing, that marketers must earn “the right to deliver anticipated, personal, and relevant messages to people who want to get them” (12). The Grateful Dead demonstrate this by nurturing their tribe’s culture and giving them concerts as communal events. Similarly, Jack, a pop-up restaurant run by Danielle Sucher and Dave Turner in Brooklyn, generates interest by opening 20 times a year and by appointment only.