Find your tribe: Why shared values matter more than followers
By Hannah Moss
Discover how aligning with people who share your values helps your business grow with purpose and ease.
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Shared values are at the heart of every meaningful business relationship. If you’ve been following our Marketing Mantras series, you’ll know we’ve been talking about how to bring more purpose and heart into your business.
Our first mantra, Don’t go it alone, was all about asking for help, because doing everything yourself isn’t sustainable. So, what’s next? Once you’ve opened yourself up to collaboration and connection, it’s time for the next step: find your tribe.
But here’s the thing: your tribe isn’t just your customers. It’s everyone you work with, from your designer to your bookkeeper, your retreat co-host to your yoga students. It’s the people who get you. The ones who share your values, speak your language and resonate with why you do what you do.
Shared values are the foundation
If you’ve been working with our second mantra, Start with why, you’ll already have a clear sense of your purpose. You’ll know what drives you, and what you stand for. That’s your compass for finding your tribe.
Your shared values are what hold your community together. They’re what make your business feel authentic and aligned. They’re also what attract the right people, and gently repel the wrong ones.
Real-life example
For example, at Wildheart, our clients often tell us, “You just get us.” That’s because we do! We share the same values: authenticity, honesty, creativity, and a genuine desire to help people.
We don’t work with big profit-driven corporations, because that doesn’t fit our values. Even our bookkeeper understands small, ethical businesses and what it means to operate with integrity. It’s not about being picky; it’s about staying true to who we are.
When you build a business rooted in shared values, you attract people who naturally resonate with you. You don’t have to force it. You just have to show up as yourself.
Finding your people starts with clarity
To find your tribe, you first need to be really clear about who you are and what matters to you.
Ask yourself:
- What do I stand for?
- What do I want to be known for?
- Who do I love working with?
Once you know your own values, it becomes much easier to recognise these shared values in others. You’ll start to see patterns – the kinds of people you connect with, the language they use, the energy they bring.
It’s not about creating a carbon copy of yourself, but about finding people who are on the same wavelength. When you’re on that same frequency, collaboration becomes effortless. There’s trust, respect and understanding. And that’s where the magic happens.
Wildheart has been with us all the way…
“The last 12 months have seen an enormous amount of change and growth for our business and Wildheart has been with us all the way, helping us evolve how we nurture our audience and support our community. But the best thing of all is that with Guy we have a supportive and encouraging marketing expert just a call away. He's our ‘go-to-Guy’ for all our digital marketing strategy and we see our relationship with Wildheart as like having our very own marketing department.” – Scott Johnson, Stillpoint
Your business is an extension of you
As a spiritual entrepreneur or small business owner, it’s easy to separate yourself from your business – as if your brand is one thing, and you are another. But the truth is, your business is an extension of you.
If your business is built on your personal values, then every offering, every word and every interaction should reflect them. When you show up with authenticity, you’re not “selling”, you’re simply helping.
Ask yourself: do you feel like you’re selling to people, or supporting them? The difference lies in perspective. When you see your business as a vehicle for being helpful and sharing what you love, the whole process becomes more natural. And much more enjoyable.
A simple formula for connection
Guy, our Chief Creative Cat, puts it beautifully:
"I’m curious about other people, I love helping people and solving problems, and I’m a good listener. So wherever I go – whether I’m at jiu-jitsu, on a retreat, or flying somewhere – I’m looking for people I connect and resonate with. Most people just want to be left alone! But when we do connect, I often end up forming lasting and fruitful relationships. So, even if it’s not always conscious, the process I’m working to is: curiosity + listening + being helpful = solving problems (and sometimes getting paid for it!)" – Guy
This approach sums up the essence of shared values. It’s about connection, not conversion. Curiosity, not competition. Listening, not broadcasting.
When you start from genuine curiosity and a desire to be helpful, you’ll naturally find your tribe. You’ll meet people who share your energy, your enthusiasm and your outlook on life. And before you know it, those relationships will evolve into collaborations, friendships and opportunities that feel aligned and effortless.
Building your tribe in practice
Here are some practical ways to start building your tribe around shared values:
Revisit your “why” – Remind yourself why you started your business. What impact do you want to have on others? Your “why” will help you attract those who believe what you believe.
Be vocal about your values – Don’t hide them on a dusty About page. Weave your shared values into your content, your conversations and your collaborations.
Connect with purpose – Whether you’re networking at an event or scrolling through social media, look for people who speak your language. Don’t chase followers; nurture relationships.
Collaborate, don’t compete – When you find your tribe, you’ll realise there’s plenty of room for everyone. Collaboration amplifies your impact, and it’s way more fun!
Trust your gut – If something or someone feels off, they’re probably not part of your tribe. Listen to your intuition.
Your tribe is waiting for you
When you surround yourself with people holding shared values, your business becomes more than just a way to earn a living; it becomes a community, a movement, a force for good.
You’ll feel supported, inspired and energised. You’ll attract clients who appreciate your approach, partners who enhance your work, and collaborators who help you grow.
And best of all? You’ll never feel like you’re “selling” again. You’ll just be sharing what you love with people who get it, and get you.
So, take a deep breath. Be curious. Listen. Be helpful. And go out there and find your tribe. They’re already looking for you; they just need to hear your voice.
Before we wrap up, here are a few common questions we hear about shared values and how to find your tribe — to help you put this mantra into practice in your own business.
What does it mean to find your tribe?
Finding your tribe means connecting with people who share your values, energy and purpose. These are the clients, collaborators and communities that feel aligned with who you are and what you stand for.
How do shared values help your business grow?
When you work with people who share your values, trust builds naturally. You attract like-minded clients and partners, which makes collaboration easier and your marketing feel more authentic. Growth becomes a by-product of alignment.
What if I haven’t found my tribe yet?
Start by getting clear on your own values and why you do what you do. The more you express your true self — in your messaging, your offers and your conversations — the more your tribe will find you.
How Wildheart can help
At Wildheart, we help ethical businesses and spiritual entrepreneurs uncover their shared values and build brands that attract their true tribe.
Starting with our Brand Strategy Package, we’ll help you clarify your message, connect with like-minded clients and grow a business that feels authentic, aligned and full of heart. Book a free consultation to get started.
I feel they truly see me and my needs…
“Wildheart’s creative and structural process combined with their heartfelt engagement truly makes magic! Without Guy, my Deepening Course would never have been the way I wanted it to be, and I’m very proud of it. Hannah is a support beyond words – she’s kind, sharp and quick, with a talent for writing. I could not have wished for more. Wildheart has also helped me get over my fears and barriers around writing. I feel they truly see me and my needs, both as a human being and as a yoga teacher. They’ve helped me to create a business that comes from the heart. Thank you from my heart to yours!” – Maria Boox
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