Mar 18, 2025
Read Time: 4 min
The Who
What is the first community you felt a sense of belonging to and why? How has this community influenced your personal and professional life?
The first community I truly felt a sense of belonging to was as a teenager, with The Ocean Youth Trust, a UK-based sail training organization. This charity offers personal development through adventure under sail for young people aged 11-25, taking them out to sea on large yachts. Our school art teacher, who was from the south coast of England, believed this experience would be invaluable for his students. Following a long tradition, we were sent at age 16 to the south coast to meet new people, learn how to work as a crew, and discover things about ourselves that we hadn’t yet realized. After many sailing trips and thousands of nautical miles, I learned how to build trust and, if fortunate, form lifelong friendships. These shared experiences gave me invaluable insights into teamwork, morale building, and leadership.
The Why
What role do communities play in the future of your business—be it from a brand, talent, innovation, or sustainability lens?
Understanding those early sailing experiences has helped me trust and value the people around me. When sailing across the Atlantic on a 72ft yacht with 18 crew members, everyone must know their role and understand the chain of command—especially in dangerous seas. The only way to get from point A to point B safely is with a trusted plan and leadership. This principle extends to most aspects of life: we need one another, and the people around us are invaluable. Everyone has something to contribute. To achieve the best performance, foster innovation, and help people thrive, you need multiple skill sets working together. A sense of perspective is a gift—it enables you to design better solutions, from personal to global scales.
The What
Can you share a success story where community cultivation efforts, be it inside your organization or across the ecosystem, have led to meaningful impact? If you did, how did you measure this success?
From a professional standpoint, branding is a team effort. There are countless layers and stakeholders involved. While I don't have one specific success story, I know that creating strong brands and experiences drives business growth, creates employee engagement, builds culture, and fosters loyalty. I believe brands are like living things—they need to be nurtured and cultivated, just like any relationship. They attract and repel. The key is managing continuity, not necessarily consistency. As the world changes, brands must remain flexible to stay relevant. Successful brands understand the importance of constant oversight to adapt to our ever-changing world and audience needs.
The How
How do you balance the needs and interests of the community with the business goals of your organization? What strategies do you use to align these objectives?
The “how” begins with understanding your audience: What are their ambitions? What are they passionate about? What are their concerns? What makes them feel valued? If they’re employees, it’s essential for teams to understand the company’s short, mid, and long-term goals. Do they know their role and feel they are part of the vision? Different industries and organizations require different strategies, but training, clear communication, and a well-defined business strategy are crucial. Regular check-ins, townhall meetings, and social events can also help foster a sense of belonging. Simple gestures like having lunch together or actively listening can go a long way in creating a positive work environment.
The Next
What role do you see technology playing in the future of community cultivation? Are there any emerging tools or platforms you are particularly excited about?
Technology can have both positive and negative impacts on relationship-building. While it has the potential to support communities, especially for aging populations or niche interests, it can also isolate people and increase loneliness, particularly with remote work. I’m optimistic that technology will eventually provide tools that foster community development and well-being, but there is a learning curve ahead. The revolution in how we work and live is yet to come, and I believe it will change everything we currently understand about community.
What advice would you give to other leaders looking to adopt a community-powered lens in their organizations? What common pitfalls should they avoid?
Value human interaction: talk, listen, and respond. Make others feel acknowledged. Earn respect by understanding cultural nuances and language barriers. Get to know everyone in your organization—even the janitor. Their children could grow up to be anyone from a poet to a scientist. Leadership is a privilege. Building communities can lead to an exciting future for everyone involved. As AI evolves at lightning speed, human relationships will be more valuable than ever. We’re on the cusp of profound change, and I hope leaders will embrace it and empower their teams to navigate it.