Oct 19, 2024
Read Time: 4 mins
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 time I truly felt like I belonged was at District 3 Innovation Hub, a startup incubator funded by Concordia University. It was still early days—no fancy offices, just a room full of people elbow-to-elbow that was buzzing with energy. This space attracted builders, entrepreneurs, creators—all hungry to make their mark and learn how to make a business happen. Until then, I had only known the classroom, but in that moment, I felt like I had found my people, even though I wasn’t looking for them.
Though everyone had their own reasons for being there, we shared a common journey: we were all trying to make our mark as entrepreneurs. My role was on the operations team, which gave me a slightly different perspective from those working on startups, but within my team, I found a crew I could dream with, strategize with, and grow alongside. That experience shaped my entire career in the startup and venture-building space. Personally, it also left a lasting impact. I feel an immediate connection with anyone who identifies as an entrepreneur—someone willing to be brave and bold in pursuing their vision. If you look at my closest circle of friends, you’ll see that entrepreneurial spirit tying us all together.
The Why
What role do you think the communities play for the future of your business - be it from a brand, talent, innovation or sustainability lens?
Community is the outcome of the quality of relationships you have with your customers, users, or peers. If that’s true, then community is essential for the longevity of any business. A thriving community can amplify the brand in the right ways, attract the best talent, and lead to life-changing experiences for its members.
The What
Can you share a success story where community cultivation efforts, be it inside your organization or across the ecosystem?
Not my story, but during the kin event series hosted by the kyu team about climate-conscious businesses, one session around climate action inspired some folks from a kyu member company to create an internal Employee Resource Group (ERG) focused on tracking their company’s carbon emissions. From that little seed, they managed to grow the initiative by leaps and bounds, eventually spearheading their company’s efforts to achieve ISO certifications.
I think it’s amazing when community cultivation leads to new value for the business and the brand and when it empowers members to take action.
What strategies have you found effective in fostering a culture of collaboration and trust, the key ingredients for communities? How do you maintain and nurture this culture over time?
Tavel’s Hierarchy of Engagement is a great framework for building collaboration and trust. Sarah Tavel’s Hierarchy of Engagement explains three key steps: First, engage members around the core value exchange within the community. Next, focus on retention—the more members engage, the more value they get, and the more they stand to lose if they leave. Finally, create virtuous loops where engagement leads to network growth, business opportunities, and exciting projects for the members themselves.
Another essential piece is taking care of the people executing the vision. These people create the touchpoints within the community, whether in person or digitally. When your team feels connected to the mission, the culture flourishes. To sustain this, you have to invest in your team. If they burn out, the energy fades, and the community suffers. Real communication is key—forget the marketing fluff and speak honestly and directly. People trust brands that feel human, and that trust drives the community forward.
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?
It starts with knowing what the business expects from a thriving community. Is it loyal users, great content, or brand visibility? I like to frame community efforts to show their operational value to the business.
Ensure community strategies support the overall business strategy by documenting the community’s purpose and regularly discussing its impact. If you have a clear idea of the business strategy, you can form a community strategy that supports it. Community efforts should always align with growing and furthering the business.
It’s also important to share the impact of community activities more often—this can influence and shape the business strategy.
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 is the medium through which we stay connected in today’s digital age. It helps us find and enter community spaces, making initial connections easier and more efficient. But once you’re inside, it’s the quality of interactions and the content that matter most—and that’s the hardest part to execute well.
Community cultivation is fundamentally human work. There are plenty of great platforms out there, but I’m particularly sensitive to any that overpromise. Any platform that makes the operations of community building smoother is what you need to watch for.
What advice would you give to other leaders looking to adopt a community-powered lens in their organizations? What common pitfalls should they avoid?
Observe how often “community” is used as a catch-all term in your documentation and meetings. Ensure everyone knows what “community” means for your organization. Without this clarity, efforts can misalign and fail. Clear language is more important than external marketing speak.
Be crystal clear about why your business needs to foster community. Document its purpose and revisit it in discussions about engagement and product development. Don’t create “communities of convenience” (a great insight from Kt McBratney). Community building takes energy and resources over a long period—it’s a labor of love, so take care of your community builders.