A tribe is a group of people connected to an idea, connected to a leader and connected to each other.  Being a member of a tribe not only changes the way you perceive the world — you see members of the group as insiders and nonmembers as outsiders — it changes your affiliation with the team.  You are no longer just a fan but you’re part of the family!

When you form a relationship with someone, your brain thinks of that person as being part of you.  This is called self-expansion.  With you use social engagement you form a self-expanding relationship with your clients.  This explains alot of the emotion you feel.   The companies successes and failures feel like your own.