Building Brand Communities

6

GROWTH PRINCIPLES

Many leaders expect too much too fast. This unrealistic expectation is partly fueled by reports from mirage communities who claim extraordinary growth and effectiveness. Remember that forging a single real, durable relationship takes time. Hundreds of relationships take more time than a dozen.

We have heard reports of communities that came together in one week, one weekend, or as a result of one concert, festival, conference, or the like. The braggart always discounts the months (more often years) that some formal or informal leadership invested beforehand to connect with, build trust with, invite, and arrange an experience for a group that shares camaraderie and an openness for vulnerability.

From a participant’s perspective, ...