Uncommon Communities

The Oxford English Dictionary defines “Community”, when used as a mass noun, “the condition of sharing or having certain attitudes and interests in common”. Here is an unpalatable truth for a great many businesses, events and professional associations, who talk about building or nurturing a “community”, they really don’t have one. Why? They never have or no longer possess the right conditions for sharing (reciprocal value) and/or the community members have little in common with each other’s lives. Some falter after a brief life, others struggle on into a mid-life crisis or they reach a natural death. It is incredibly hard to sustain a community and build a powerful brand. Because it is easy start in a low-cost technological age, we shouldn’t kid ourselves it is the smart thing for us to do.

Copyright James Berkeley 2018. All Rights Reserved.

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