Design to Thrive

Chapter 7. Significance

Building gravitas, brand, and recognition

Synopsis

How does someone know when a social network or online community is significant enough to warrant their constant and long-term attention? Perhaps more importantly, how do leaders in communities help members develop a sense of the significance of the space? This chapter addresses the issue of how to make your members feel that participating in your system is not only remunerated but it is also important because—simply put—people are more motivated to join, to participate in, and to remain members of communities that they believe are significant.

The chapter begins by discussing what I call the “paradox of exclusivity,” which basically recognizes that people want to participate ...