In Houston for the NCAA basketball tournament this weekend (where my University of Memphis Tigers rolled over their competition), I spent three days in a t-shirt.

Two of those days, I spent in U of M blue with the single word "Memphis" featured prominently on the front. Not only did that blue t-shirt make me an instant part of the Tiger tribe, it also started numerous conversations around town. Blue shirts were wildly outnumbered by Texas orange shirts, but by wearing our shirts, we were all signifying that we belonged to something bigger than ourselves.

It was interesting to see the U of M players proudly holding their jerseys post-game with the word "Memphis" sticking out. Each one of them did it, showing solidarity with each other, their fans and the city.

On Saturday, there was no game, so I switched to another t-shirt, this time displaying a presidential candidate's name. It happened to be the date of the Texas convention, so many similar t-shirts were being worn around Houston. They sparked conversations, honking horns, even serious debate. I got two eyewitness accounts from the convention -- instant news, much better than blogs. And I met a nice young couple in an unlikely bar selling pie in a converted auto repair shop. She was French and proceeded to explain why the French system of voting was better than our own. One day in Houston with the right t-shirt and I become an instant member of the tribe.

Anyone who has walked through an airport lately has seen those dismal, limp, horribly bland t-shirts and sweatshirts sold in the bookshops. They all look alike except for the name on the shirt.

Who wants to be part of an interchangeable tribe? To be successful, tribes need passion, personalities, and a cause to fight for. They need a big, embracing narrative that draws people in.

If your city doesn't have its own tribe -- not the people who get paid to be enthusiastic, but authentic members there because they care -- then you're missing a big opportunity to connect people deeply to place in a way that doesn't cut people out but deals people in.

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