In 2018, I was hired to present to a small group of senior executives at a software company on the topic of communities. One of them wanted to start a community for the organisation but was struggling to overcome objections of other senior leaders. He was hoping an outsider could answer some of their questions.
About halfway through my presentation, I was abruptly interrupted with a dismissive question:
‘So, in your world, you think our customers are just going to help each other and share their resources for free? What’s in it for them?’
As I began explaining that people do things in a community for a feeling ...
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