Behavioral economics and psychological research have taught us that we fundamentally crave a sense of connectedness, belonging, mission, and meaning, particularly when performing our work. While communities generate tangible value for businesses - such as content, events, online advocacy and marketing, technology production, customer support, and education - it is the intangible value that members derive from the experience that makes these environments truly “sticky.” Human beings are fundamentally social animals. Other examples include Harley Davidson, which has created more than 1,400 local chapters around the world for enthusiasts to get together in person and discuss their bikes Fitbit, which has a community of more than 25 million members, who share and refine their exercise regimes and HITRECORD, which has brought more than 750,000 artists, writers, and filmmakers together to collaborate on productions, many of which have shown at Sundance. The company’s annual “Dreamforce” conference, which attracts nearly 200,000 acolytes to San Francisco each year, represents a mecca for its ecosystem to convene, build relationships, and advance its corporate agenda. This community is an international network of minds, talent, and time, all supporting the success of Salesforce. While you might think its $140 billion valuation is due purely to its innovation of software delivered on demand through the cloud, it has also created a community of nearly 2 million members who support each other, organize events, produce content, and are a critical part of its global operations. They are organized around businesses and brands and providing profound opportunities for companies around the world. They just look different than they did 50-even 20-years ago. The reality is that powerful communities are not just alive and well but also booming. A cynic could interpret these trends as a sign that we have all become digital hermits, with our noses buried in our highly personalized screens. We’ve seen a precipitous decline in participation in civic organizations in recent years membership numbers are down for religious groups, labor organizations and non-profits.
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