A few years ago, my colleague and I flew into a New York blizzard to meet with a prospect in the publishing industry. They were about to launch a brand new community and wanted a community strategy.
As we went through our usual list of questions, we noticed something strange. They had invested a six-figure sum into the community platform and stillhadn’t decided who would be managing the community. Their plan was to dragoon someone from marketing into the project once they were ready to launch.
Needless to say, we thought this was a really terrible plan. It’s nuts to make a huge investment in a community and have ...
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