Community is important for premium yet scalable digital experiences.
It’s one of the main selling points for premium experiences charging $1,000-$5,000/student vs on-demand courses sold for $50.
But it can mean different things...
- there’s live interaction
- a Slack room
- active participation
- it’s not a MOOC
But when you *conflate* different elements of community, you miss the opportunity to maximize each element as a lever.
You can design more finely-tuned tactics & fully maximize each element of community.
1. Companionship
Loneliness is a struggle for many people. Isolation can be physical or social.
You can be at a bustling party but feel alone. It’s not just other warm bodies. It’s about feeling understood.
Communities offer an antidote to loneliness
Every YC founder puts YC in their bio. YC11, YC17, YC19, etc.
There are hundreds of accelerators and incubator programs. But most founders don’t mention it in the limited real estate of a bio.
Saying you’re a YC founder signals your rigor and status
I’m part of plant groups 🌱on FB.
We make plant jokes, talk about battle scars from fighting spider mite infestations & being addicted to buying plants.
What’s weird elsewhere is normal there.
Communities allow ppl to be proudly weird together
Networking is useful bc of access. Knowing the right people means getting your foot in the door.
Being in a community means you have access to other community members, including people who can make you better.
Access includes pooled resources too.
Certain communities are exclusive.
For example, living in a gated neighborhood or being a member of Soho House.
Exclusivity is linked to status and power. We want to be part of some communities because they are exclusive, even if they don’t offer much else.
Religious communities, political communities, fitness communities....
All of these have shared missions that unite and empower members.
The feeling of righteousness is a powerful confidence booster for members.
All of us want to make a good impression. So we put on a brave face. We wear armor. It’s a survival mechanism but it’s tiring.
A community let you take off the armor and feel accepted. It’s a sigh of relief.
Shared vocab. Shared values. Shared assumptions.
You can talk in shorthand & community members know what you mean.
When you have agreed upon values, there’s a lower likelihood of conflict (conflict = stress for most people)
For example we tend to assume elite/prestigious & exclusive are overlapped.
But a community can be exclusive but not elite. Communities based on ethnicity/language are exclusive, not necessarily prestigious
Example: Being in a mediocre relationship bc you don’t want to be single.
Hanging out w/friends for social interaction but you know they don’t truly understand you.
Do a thought experiment to consider how you can include each factor in your product, course, or experience. Even if you think it won’t work for you at first glance.
See what sparks a response. You will have more ideas in some areas vs others.
Under the hood, there are different ways to create that feeling.
Mix and match. Crank up certain levers to the extreme & see how that changes the dynamic as a whole.
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