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.