As human beings, we are driven by primitive instincts. We often surround ourselves with things that give us a sense of where we fit into the world. And these things give us comfort and reassurance that we belong. Since the dawn of time, humans have grouped together as tribes. Tribes of all different kinds. Cultures, villages, families, friends, teams, armies. When we group together, we have the need to find where we fit into the group and try to position ourselves where we would like to be seen by others. We do this in many different ways to not only fit into one tribe, but often to fit into many. We align ourselves with beliefs such as Christianity or Buddhism to become part of those tribes. We become supporters such as Sydney Swans football fans to become part of that tribe. And with the same human insticts that drive us to do these things, we also subscribe to the iPod music player tribe or the BMW car tribe.    continued >>