Why Your Company’s Community Sucks

These days it feels like every brand uses ‘community’ as a buzzword, the same as “web3”, “AI” or “metaverse”.

Nurturing a community means you do what doesn’t scale:

You host events, take time to chat with every attendee and understand their motivations, interests and who they really are. Take off your “CEO” hat and make an effort to get to know your people, be playful!
Being vulnerable is a sign of strength, not weakness.

Don’t Take Yourself so Seriously:

Most corporate brands will never build authentic tight knit community because they are either way too big or they are unable to take off the “corporate” hat.

When companies are pressured to maintain an appearance or satisfy the reputation of their shareholders, it demands a serious professional tone.

Humans are the opposite, the more niche, strange and quirky — the more genuine the connection feels.

Dangers of Getting Too Big Too Fast:

Grow too fast and you lose control of the nuances of your group culture, but grow too slow and their won’t be any fresh energy.

Pruning for culture fit is crucial.

The best type of communities cultivate language and their own jargon, understandable to those inside but like riddles to outsiders. This creates a sense of belonging and exclusivity among members, like an adhesive to keep the community bond strong. However, it’s important to strike a balance between inclusivity and exclusivity, as too much exclusivity can lead to a lack of diversity and new perspectives.

Another important aspect of community building is transparency. Being open and honest with your community fosters trust and loyalty. Share updates, progress, and even challenges with your members. This builds a sense of shared ownership and encourages collaboration and support.

In conclusion, building and nurturing a community requires genuine effort, authenticity, and a willingness to connect with people on a personal level.