From Bass Guitar Teacher to Online Business Owner (Don Chandler)

I started my journey as a touring musician, playing reggae bass with major artists like UB40 for a decade. By 2017, I was ready to step back from the constant travel, but I found myself in uncertain territory about how to sustain a living through music. The streaming model wasn't working, with platforms paying fractions of a cent per stream.

When COVID hit in early 2020, everything changed. With no live performances and income sources drying up, I discovered books like Pat Flynn's "Super Fans" and Seth Godin's "Tribes" that shifted my thinking about building a sustainable music business. I noticed a gap in quality reggae bass instruction on YouTube, so I posted a couple of videos without much strategy. Those two videos unexpectedly qualified me for monetization, which started me on a path toward building an online presence. I eventually found Kajabi and began piecing together an email list and digital products, though I initially struggled to connect my growing YouTube audience with an actual business model.

Key Takeaways

• Transitioning from live performance to online business requires finding your specific audience rather than chasing mass appeal
• Building a YouTube presence by filling a content gap in your niche can create unexpected monetization opportunities
• Connecting an engaged audience to digital products requires learning new systems like email marketing and course platforms

Don Chandler's Musical Journey

Background and Touring Experience

I'm a musician, a teacher, and a record producer. I've toured with quite big names as a touring musician. The biggest name would probably be UB40, who I toured with for 10 years.

There's loads of names in between. I worked with Craig David. I did TV with Lionel Richie and TV with Phil Collins. I did a lot in the reggae world, which is really where I cemented my feet. That's where I was first mainly known.

Notable Career Highlights:

• Toured with UB40 for 10 years
• Performed with Craig David
• Television appearances with Lionel Richie
• Television appearances with Phil Collins
• Established reputation in reggae music scene

As glamorous as people think touring is, it's a young man's game. When I first started touring, I was jumping on planes, going from here to there, and always staying in the best hotels. I had a whole day to myself to do whatever I wanted. In the younger days it was pretty glamorous and good fun. I loved it then.

As I'm pushing the age now, I was looking to slow down a bit. Around 2017, I decided not to go on tour anymore. It kind of left me in a bit of no man's land on where to go next.

Transition from Touring to Online Business

I've been on this search of what I need to do and where I need to go. My main thing has always been how am I going to sell music. I don't know how familiar people are with the digital music world, which is Spotify and iTunes.

Digital Streaming Economics:

Platform Type	Payment per Stream	Streams Needed for £3,000
Spotify/iTunes	£0.0034	1 million

You need a million streams to make like three grand and then that three grand gets split between a million people. My aim has really been how do I make a living out of this music industry after the touring world is over.

I think I put up an odd video pre-covid, but that was never anything to do with my music. It wasn't even teaching. I think I was in a hotel room some part of the world and I just dabbled on something. I just stuck it up on YouTube. Those videos are still there. There's nothing really happening with them, but I just keep them there just for the sake of it.

Just before COVID I got into Pat Flynn's world. I read his book Super Fans. That was when I learned the concept that you don't need a lot of customers to have a successful business. I read Super Fans and then I think that led me to Tribes by Seth Godin. Those two books alone sort of changed the way I thought about things.

There's no need to be searching for this world domination, which is what most musicians are searching for. You just need to find your small tribe that like what you do.

COVID hit and there was no music at all. I remember being one of the first people to catch COVID that I knew. This was like early 2020. COVID hit and I thought, okay, this is only going to last for a couple of weeks and we'd be back to normal soon. The first couple of weeks went, a month went, no work. That was when it really hit home on what I'm going to do next.

I dabbled in some little jobs. I think I did some driving for a little bit. While I'm doing all this, I'm figuring out how am I going to get back into music and make the music life work.

I came across Graham Cochrane. I fell into Graham's world and he's talking about lead magnets and Kajabi. I had no idea what any of this stuff meant. It would have been probably about 2021 and I just hit the link and joined Kajabi with nothing to sell. I had no idea what I was going to do and I've been figuring it out since then.

I started working out how to do how to collect emails. I was doing MailChimp and I had another thing called Lead Pages. All this stuff was ugly and linked together and I had no idea what I was doing. It was just a headache.

I went back to Kajabi but still didn't know what I was doing. I was going through all these different videos. They had Graham's videos, these 30 days of how to make Kajabi work. I had Graham's which I didn't find very straightforward. There's another guy, Lane Sebring, and then I came across Tim's videos and thought this guy's talking to me. Simple, straightforward. The videos were quite short.

I think I reached out to Tim and he came back to me. Then I think I ghosted him for about 6 months. I was scared. I think 6 months later, then we got in touch.

Influence of Industry Changes on Career Direction

In the pandemic, I was figuring out what to do. I typed in "reggae bass" just to see what tutorials there are or what was going on. There were like two authentic reggae bass players, but there were videos that had been posted between five and 10 years previously. You had a couple of non-reggae bass players, just generic bass players, teaching reggae bass. I was watching the stuff and I was like, you know, this stuff's rubbish. I can do better than that.

My YouTube Strategy:

1. Posted one video without much planning
2. Created a second video without checking stats
3. Didn't activate monetization initially
4. Came back randomly a couple of months later
5. Discovered those two videos had shot me into monetization eligibility

I didn't even think anything of it when I posted that first video. I just left it there. I wasn't even aware of stats and any of that stuff. I just put the two videos up. I hadn't flicked the monetization switch or anything.

Building an Engaged YouTube Audience

Niche Selection and Authenticity

During the pandemic, I found myself with no work and started exploring what was happening in my space online. I typed in "reggae bass" to see what tutorials existed and what was going on in that area.

There were only about two authentic reggae bass players with content, but their videos had been posted five to ten years previously. I also noticed a couple of generic bass players teaching reggae bass who weren't actually reggae specialists.

I watched the content and thought the material was nonsense. I knew I could do better than what was available. This is where I saw my opportunity.

I posted one video without thinking much about it and just left it there. I didn't know about stats or any technical aspects of YouTube at that point.

Content Creation Strategies

I came back and did a second video without any real strategy. I wasn't tracking analytics or monitoring performance metrics.

A couple of months later, I randomly checked back on those two videos. I realized something significant had happened without me actively managing it.

Before posting these videos, I had put up some content pre-COVID. Those earlier videos had zero strategy behind them. They weren't even teaching content. I was just in a hotel room somewhere in the world, dabbling on something, and stuck it up on YouTube. Those videos are still there with nothing really happening with them, but I keep them there just for the sake of it.

The difference with my pandemic-era content was that I was addressing a gap in authentic reggae bass instruction. I wasn't searching for world domination. I had read Super Fans by Pat Flynn and Tribes by Seth Godin, and those two books changed the way I thought about things. There's no need to search for world domination, which is what most musicians search for. You just need to find your small tribe that likes what you do.

Monetization Milestones

Those first two videos shot me into monetization eligibility. I hadn't even flicked the monetization switch or anything when I posted them.

I came back one day randomly, probably a couple of months later, and realized those two videos had generated enough engagement to make me eligible for monetization. This happened with just two videos.

Creating and Launching Digital Products

Developing the Reggae Bass Course

I'd already put some videos on YouTube before working with Tim, but I had no real strategy for connecting that content to any kind of product. I just had this growing audience watching my reggae bass tutorials.

When I started thinking about creating a digital product, I knew I wanted to teach reggae bass properly. There were only two authentic reggae bass players with tutorials online, and their videos were five to ten years old. The other content came from generic bass players teaching reggae bass, and I thought their material was rubbish. I knew I could do better.

During the pandemic, I typed in "reggae bass" just to see what tutorials existed. That's when I realized the gap in the market. I posted one video without thinking much about it, then came back and did a second video. I wasn't even tracking stats or any of that stuff at first.

A couple of months later, I randomly checked back and those two videos had shot me into monetization eligibility. I hadn't even flicked the monetization switch. That's when I started to understand there was real demand for what I knew.

I had joined Kajabi in 2021 with nothing to sell. I had no idea what I was going to do. I was just figuring it out as I went along.

Challenges in Connecting Content to Offers

My biggest challenge was connecting my YouTube channel to my online program. I had a growing following on YouTube and I'd even created an online course, but I had no idea how to actually connect the two.

I was doing all sorts of things that didn't work well together. I started learning about lead magnets from Graham Cochrane, but I had no idea what any of this stuff meant. I was using MailChimp and another thing called Lead Pages. It was ugly and they were all linked together somehow. It was just a headache.

The tools I was juggling:

• Kajabi (which I'd joined with nothing to sell)
• MailChimp for emails
• Lead Pages
• YouTube channel

I went through all these different videos trying to figure it out. They had Graham's 30 days of how to make Kajabi work, which I didn't find very straightforward. I watched Lane Sebring's content too. Then I came across Tim's videos and thought "this guy's talking to me." His videos were simple, straightforward, and quite short.

I reached out to Tim, he came back to me, and then I ghosted him for about six months. I was scared. Six months later, he actually came back to me and we got in touch properly.

Implementing Lead Magnets and Funnels

When I started working with Tim, I already had the YouTube presence but needed to build the bridge between my free content and my paid offers. I'd been trying to figure out how to collect emails and create some kind of system, but everything I'd set up on my own was messy and complicated.

I needed to learn how lead magnets actually worked. I'd heard the term from Graham Cochrane but implementing them properly was another matter entirely. The concept was there from reading books like Super Fans by Pat Flynn and Tribes by Seth Godin. Those two books changed the way I thought about things. I realized I didn't need world domination, which is what most musicians search for. I just needed to find my small tribe that liked what I did.

But knowing the concept and actually building the funnel were two different things. I had Kajabi but wasn't using it effectively. All my different tools were working against each other rather than together.

Successful Online Course Launches

Planning and Execution Techniques

I had no real strategy when I first started putting videos on YouTube. Before COVID, I just uploaded random content, like footage of me in a hotel room somewhere in the world. Those videos are still there, but they weren't part of any plan.

When COVID hit in early 2020, I was one of the first people I knew to catch it. I thought it would only last a couple of weeks. But after the first couple of weeks went by, then a month with no work, it really hit home that I needed to figure out what to do next.

During the pandemic, I typed "reggae bass" into YouTube to see what tutorials existed. I found maybe two authentic reggae bass players, but their videos were five to ten years old. There were also some generic bass players teaching reggae bass, and I watched their content thinking it was rubbish. I knew I could do better than that.

I posted my first video without thinking much of it, then came back and did a second one. I didn't even know about stats or any of that stuff at the time. I hadn't flicked the monetization switch or anything. A couple of months later, I randomly checked back and realized those two videos had already made me eligible for monetization.

I had been reading Pat Flynn's book Super Fans just before COVID, which changed how I thought about things. The concept was that you don't need a lot of customers to have a successful business. That led me to Tribes by Seth Godin. Those two books together shifted my thinking away from searching for world domination, which is what most musicians are after. I just needed to find my small tribe that liked what I did.

I came across Graham Cochrane's content and fell into his world. He was talking about lead magnets and Kajabi, and I had no idea what any of it meant. Around 2021, I just hit the link and joined Kajabi with nothing to sell. I had no idea what I was going to do and I've been figuring it out since then.

I started working out how to collect emails using MailChimp and another thing called Lead Pages. All this stuff was linked together and it was ugly. It was really ugly and I had no idea what I was doing. It was just a headache.

I went back to Kajabi and went through all these different videos. They had Graham's 30-day videos on how to make Kajabi work, but I didn't find them very straightforward. There was another guy, Rane Sebring, and then I came across your videos. I thought, "This guy's talking to me." Your videos were simple, straightforward, and quite short.

I reached out to you and you came back to me. Then I ghosted you for about six months because I was scared. Six months later, you actually came back to me, and then we got in touch.

Handling Launch Mindset and Expectations

When I reached out to Tim, I already had a YouTube channel that was growing. I'd already put content online. My background was as a musician, teacher, and record producer. I'd toured with quite big names—probably the biggest would be UB40 for 10 years. I did TV with Lionel Richie and Phil Collins, among others. But I did a lot in the reggae world, which is really where I cemented my feet.

Touring was glamorous at first when I was younger. You're jumping on planes, going from here to there, always staying in the best hotels. You've got a whole day to yourself to do whatever you want. In the younger days it was pretty glamorous and good fun. But as I was pushing the age, it became a young man's game.

Around 2017, I decided not to go on tour anymore. It left me in a bit of no man's land on where to go next. I'd been on this search of what I needed to do. My main thing had always been: how am I going to sell music?

I don't know how familiar people are with the digital music world—Spotify and iTunes. Per stream, it's like 0.0034. You need a million streams to make like three grand, and then that three grand gets split between a million people. My aim was really how to make a living out of the music industry after the touring world was over.

Results and Revenue Breakdown

[No specific revenue data or results breakdown was provided in the transcript]

Lessons Learned from Multiple Launches

The biggest lesson I learned was that you don't need world domination to succeed. Reading Super Fans and Tribes taught me I just needed to find my small tribe of people who liked what I did.

I also learned that having an online presence before trying to sell anything was crucial. When I reached out to Tim, I already had a YouTube channel with content and subscribers. That made a huge difference.

Starting without knowing everything was another key lesson. I joined Kajabi with nothing to sell and no idea what I was doing. I figured it out as I went along. The initial setup with MailChimp and Lead Pages was ugly and confusing, but it was part of the learning process.

Finding resources that spoke to me in clear, straightforward language made all the difference. Graham Cochrane's videos weren't straightforward for me, but Tim's short, simple videos made sense. That's when things started to click.

Optimizing Email Marketing and Automation

Growing and Segmenting the List

I started collecting emails through MailChimp initially. I also used another tool called Lead Pages. The whole setup was ugly and the systems didn't link together properly. I had no idea what I was doing and it was just a massive headache.

I eventually went back to Kajabi. I watched all these different videos, including Graham's 30-day program on how to make Kajabi work. I didn't find those particularly straightforward. I also watched Lane Sebring's content.

When I found Tim's videos, they were different. They were simple and straightforward. The videos were quite short and he spoke directly to me. I reached out to him and he came back to me, but I got scared and ghosted him for about 6 months. He actually came back to me later and that's when we started working together properly.

The biggest challenge for most people is growing some kind of online digital footprint or online presence. People like the idea of an online business, but they don't understand how to get presence online. I already had my YouTube channel growing before I reached out to Tim, which made the process easier.

Converting Subscribers to Buyers

I had created an online program during lockdown. I had grown a following on YouTube but I had no idea how to actually connect the two.

I joined Kajabi in 2021 with nothing to sell. I had no idea what I was going to do and I'd been figuring it out since then. I learned about lead magnets and how to collect emails properly. The process of learning how to use these tools took time.

I needed to figure out how to make the music life work after touring ended. The digital music world wasn't paying well - Spotify and iTunes pay about 0.0034 per stream. You need a million streams to make about three grand and that three grand gets split between multiple people.

My main challenge was connecting my YouTube audience with my online program. I had the followers and I had created the product, but the bridge between them wasn't there until I learned about proper email marketing and automation systems.

Balancing Live Performance with Online Growth

Integrating Touring and Digital Efforts

I was touring with big artists and traveling the world, but I wanted to slow down. Around 2017, I decided not to go on tour anymore. This left me in a bit of a no man's land on where to go next.

I'd been searching for what I needed to do and how I was going to make a living out of the music industry after the touring world was over. My main thing had always been figuring out how to sell music. The digital music world like Spotify and iTunes pays around 0.0034 per stream, which means you need a million streams to make about three grand, and that gets split between a million people.

COVID hit and there was no music at all. I thought it was only going to last for a couple of weeks, but the first couple of weeks went by, then a month went by with no work. That was when it really hit home on what I was going to do next.

During this time, I started my YouTube channel properly. I'd put up an odd video pre-COVID with zero strategy, but during the pandemic I typed in reggae bass just to see what tutorials were out there. There were only two authentic reggae bass players with videos posted between five and ten years previously. I thought I could do better than that.

I posted one video and just left it there. I came back and did my second video without even knowing about stats or anything. I hadn't even flicked the monetization switch. A couple of months later, I realized those two videos had shot me into monetization eligibility with the 4,000 watch hours and thousand subscribers.

Key differences between touring and digital work:

Touring	Digital/Online
Travel-intensive	Work from home
Young man's game	Sustainable long-term
Hotel rooms and planes	Studio and recording space
Income from performances	Income from multiple streams
Time away from home	Flexible schedule

Time Management Strategies for Musicians

When COVID hit, I dabbled in some little jobs and did some driving for a bit. While doing all this, I was figuring out how I was going to get back into music and make the music life work.

I fell into Pat Flynn's world just before COVID and read his book Super Fans. That book and Tribes by Seth Godin changed the way I thought about things. There's no need to be searching for world domination, which is what most musicians are searching for. You just need to find your small tribe that likes what you do.

I came across Graeme Cochran and joined Kajabi around 2021 with nothing to sell. I had no idea what I was going to do and I'd been figuring it out since then. I started working out how to collect emails using Mailchimp and another thing called Lead Pages, but it was really ugly and I had no idea what I was doing.

I was still a touring musician at heart, but I needed to balance creating content with everything else. I watched different videos and courses, including Graeme's 30 days of how to make Kajabi work and Lane Sebring's content. Then I came across videos that were simple, straightforward, and quite short.

Managing different areas of work:

• Creating YouTube content consistently
• Learning online business tools like Kajabi, Mailchimp, and Lead Pages
• Maintaining music production and teaching work
• Figuring out email collection and lead magnets
• Going through training videos and courses

I reached out for help but then ghosted for about 6 months because I was scared. Six months later, I came back and the rest is history.

Leveraging AI and Technology for Business Efficiency

Enhancing Copywriting and Workflow

I started exploring AI tools to help with various aspects of my business. The technology became particularly useful for copywriting tasks that I previously found time-consuming.

AI assistance allowed me to streamline content creation processes. I could generate ideas more quickly and refine my messaging without spending hours on initial drafts.

The workflow improvements extended beyond just writing. I used technology to automate repetitive tasks and organize my business operations more effectively.

Key areas where I implemented AI:

• Email copywriting and communication
• Content ideation for videos and courses
• Administrative task automation
• Marketing message refinement

I found that AI didn't replace my creative input but rather enhanced my efficiency. It gave me more time to focus on teaching and creating music content.

Exploring New Digital Product Ideas

I began looking at different ways to expand my digital offerings beyond my initial course. The online business model opened up possibilities I hadn't considered during my touring days.

Digital products became an attractive option because they didn't require my physical presence. I could create once and sell repeatedly, which aligned perfectly with my goal to travel less.

I experimented with various formats to see what resonated with my audience:

Product Type	Advantage
Video courses	Detailed instruction at scale
Downloadable resources	Quick value for students
Membership content	Recurring connection with tribe

The concept of building a tribe rather than seeking mass appeal shaped my product development. I focused on serving my specific audience of reggae bass enthusiasts rather than trying to appeal to all musicians.

Technology platforms like Kajabi made it possible to host and deliver these products. I could manage everything from one system instead of piecing together multiple services like I had attempted with MailChimp and LeadPages.

Looking Ahead: Growth and Vision

Expanding the Reggae Community Online

I'm focused on building the reggae bass community through YouTube and online platforms. The goal is to continue creating content that serves authentic reggae musicians and students who want to learn the proper techniques.

My approach centers on providing quality reggae bass instruction that wasn't readily available when I searched during the pandemic. I saw a gap in the market with only two authentic reggae bass players posting content, and most of their videos were 5-10 years old. Non-reggae bass players were teaching reggae bass, and the content wasn't up to standard.

Key focus areas for community growth:

• Consistent video content on YouTube
• Authentic reggae bass instruction
• Engaging with subscribers and viewers
• Building email lists through lead magnets
• Creating valuable content that resonates with the reggae community

The community growth strategy relies on maintaining the quality and authenticity that initially attracted subscribers. I'm not aiming for world domination. I'm focused on finding and serving my small tribe of people who appreciate what I do.

Upcoming Initiatives and Big Picture Goals

My main objective is to make a sustainable living from music without relying on touring. The touring life was glamorous when I was younger, but it's a young man's game. I decided around 2017 to step away from touring, which left me searching for the next direction.

The digital music streaming model doesn't provide viable income. Spotify and iTunes pay approximately 0.0034 per stream. You need a million streams to make around three grand, and that gets split between multiple people.

Primary business goals:

Goal	Approach
Sustainable music income	Online programs and courses
Reduced travel	Digital business model
Community building	Email marketing and lead magnets
Course delivery	Kajabi platform integration

I've invested in Kajabi and I'm learning how to connect my YouTube following with my online programs. I initially joined Kajabi in 2021 with nothing to sell and no clear plan. I've been figuring it out since then.

The big picture involves creating online courses and programs that serve my reggae bass community. I'm working on connecting my YouTube presence with my email list and course offerings. This means learning about lead magnets, email collection, and course creation.

I read Super Fans by Pat Flynn and Tribes by Seth Godin, which changed how I think about business. I don't need massive numbers of customers to have a successful business. I just need to find my small tribe that likes what I do and serve them well.

Key Takeaways for Aspiring Online Musicians

Developing the Right Mindset

Reading Super Fans by Pat Flynn and Tribes by Seth Godin completely changed how I thought about building a music business. These books taught me that I didn't need world domination to succeed. I just needed to find a small tribe of people who genuinely liked what I did.

This was a massive shift for me as a musician. Most musicians chase massive audiences and millions of streams. I realized that wasn't the path I needed to take.

The key mindset shifts I made:

• You don't need a lot of customers to have a successful business
• Finding your small tribe is more valuable than mass appeal
• Quality of audience matters more than quantity

When COVID hit and all my touring work disappeared, I initially panicked. I tried different things like driving for work while figuring out my next move. But those two books kept me focused on the idea that there was a different way forward.

I looked at what was available in my niche—reggae bass tutorials on YouTube. There were only two authentic reggae bass players with content, and their videos were five to ten years old. There were some generic bass players teaching reggae bass, but I watched their content and thought it was rubbish.

That's when I realized I could do better. I didn't need to compete with everyone in the music education space. I just needed to serve the people looking for authentic reggae bass instruction.

Trusting Proven Processes

I fell into Graham Cochrane's world and started hearing terms like lead magnets and Kajabi. I had no idea what any of this stuff meant. In 2021, I hit the link and joined Kajabi with nothing to sell and no clear plan.

I was figuring things out as I went. I started learning about email collection using MailChimp and LeadPages. Everything was ugly and poorly linked together. It was just a headache because I didn't know what I was doing.

I went back to Kajabi and watched different tutorial videos. I went through Graham's 30-day challenge and watched content from Lane Sebring. But I didn't find them very straightforward for my situation.

My learning process looked like this:

Stage	What I Did	Challenge
Initial Setup	Joined Kajabi without a product	Had no clear direction
Email Collection	Used MailChimp and LeadPages	Systems were ugly and disconnected
Learning Phase	Watched various tutorials	Content wasn't clear for my needs
Finding the Right Help	Discovered straightforward tutorials	Still scared to commit

When I found Tim's videos, I thought this guy's talking to me. The content was simple and straightforward. The videos were short and actually made sense for what I needed.

I reached out but then I ghosted for about six months because I was scared. Making that commitment to get proper help felt like a big step. Tim actually came back to me after those six months, and that's when things really started moving forward.

The lesson here is that proven processes exist, but you need to find the right guide who explains things in a way that makes sense to you. I wasted time trying to piece everything together myself when I should have trusted someone who had already figured it out.

Advice for Digital Music Entrepreneurs

I started my YouTube channel during the pandemic without much strategy. I posted one video and left it there. Then I posted a second video. I wasn't even tracking stats or thinking about monetization at that point.

A couple of months later, I randomly checked back and realized those two videos had generated enough watch time and subscribers to make me eligible for monetization. Just two videos got me there because I was filling a gap that nobody else was properly addressing.

Here's what worked for me:

Start with what you know is missing. I typed "reggae bass" into YouTube to see what tutorials existed. The authentic content was five to ten years old. The recent content was from non-reggae players teaching reggae bass poorly. I knew I could do better.

Don't wait for perfection. I posted videos without knowing anything about YouTube strategy, stats, or monetization. If I had waited until I understood everything, I would never have started.

Leverage your unique expertise. As someone who toured with UB40 for 10 years and worked with artists like Craig David and Lionel Richie, I had real credibility in the reggae world. That authenticity mattered to my audience.

When I reached out to Tim, I already had a growing YouTube channel and an audience. This made building an online business much easier because I had people who already knew and trusted me. The challenge was connecting that audience to an actual business model.

The digital music world through Spotify and iTunes pays about 0.0034 per stream. You need a million streams to make around three grand, and that gets split between multiple people. That model doesn't work for most musicians.

A better approach:

1. Build an audience on a platform where you can create real connection
2. Provide genuine value based on your authentic expertise
3. Learn the business systems needed to monetize that audience properly
4. Get help from someone who's already done it successfully

I spent years searching for how to make music profitable after touring. The answer wasn't in streaming numbers or chasing mass appeal. It was in building a small tribe and creating something valuable specifically for them.