How to Get Started in Community-Led Business
I want to give you a few pointers for thinking about your community, and for a deeper dive, I encourage you to check out some of the excellent guides out there such as this article by Lenny Rachitsky and David Spinks.
Clarify and communicate the vision and mission.
If you want to attract people to become passionate, engaged, long-term members of a community, it’s essential to give them a strong “Why” they can believe in. What is the purpose of the community? And what are the benefits to members (and to the world)? Make this clear from the outset so people can know instantly if it’s for them or not.
A great example is Nobody Studios, the venture studio I helped found last year. Our vision is to use Crowd Infused™ Innovation to build companies that have a massive positive impact in the world. We’re growing a collaborative community of Nobodies where people can bring their ideas to life with other amazing entrepreneurs.
Design the community you want.
Be intentional about how you structure the community to align and serve both your own goals as well as your members’. Focus first on providing specific benefits people will care about (e.g. merch, tokens, recognition badges, or the ability to make something cool and share it).
Also, provide an easy path to entry and participation that gives people an instant feeling of welcome and safety. Build features and community elements that foster a sense of belonging. Here are a few questions to consider:
How do you want to connect with members?
How do you want them to connect with each other?
In what ways can members contribute, give feedback, or even help develop the product or the community?
How can members realize benefits and rewards for their contributions?
For example, Atlassian made a decision early on to focus on products, not services. It’s well-known for its lack of a sales team or a professional services group to help users customize their software. Instead, it created a network for independent agents and companies that could deploy and train new users on its products—ultimately leading to a robust marketplace ecosystem.
Make it easy for people to share their contributions.
Community sharing has numerous benefits. It fosters a sense of belonging and connection. It provides inspiration, knowledge, and resources to help members grow and improve. And it gives people the opportunity for notoriety when their work is recognized and appreciated.
These elements have been hallmarks of successful open-source communities for many years, and now communities centered around a business or product are finding great success with similar approaches.
Figma is a great example. This online design tool offers a social platform that allows members to create profiles, follow each other, publish designs, and even remix other members’ work.
Support and Collaborate with Your Members
It’s up to you to guide the culture with specific guidelines and processes to make sure they’re being followed. Make it a positive and safe space for people to bring their creativity and passion!
Maintain open channels of communication so members can express their views and feel heard. And use those same channels to proactively give value as well as ask for help.
Also, consider providing recognition for people’s contributions. Salesforce Trailblazer, for example, offers a leaderboard that shows who has answered the most community questions.
|