A small shift. But one that changes everything.
Community isn't a buzzword. It is, as David Spinks calls it in The Business of Belonging, a strategic advantageA way to let your customers help build your brand.
People who feel engaged stay longer, buy more often, and spread the word. Not because you encourage them to, but because they feel at home. Belonging is not only human, it is also scalable.
Community isn't a campaign. It's a foundation.
Building a community takes courage. Patience. Presence. No shiny dashboards, but genuine feedback.
But you know what it brings? People who want to help you grow. Because they believe in you. Because they feel they belong. be allowed to to build.
What you need:
- Purpose – Why are we here together?
- Participation – Are people allowed to participate in discussions and experiences?
- Reciprocity – What do they get in return?
When you get those three in balance, something special happens. Your marketing becomes less dependent on paid. Your brand gains more depth. And your relationships become… real.
And yes, it requires something different.
Building a community takes courage. Patience. Presence. But you know what it yields? Customers who are no longer customers, but co-builders.
Or as Spinks puts it: “Community is how you scale trust.” And that is exactly what we need today.
No fan base. No customer base.
But a brand with meaning. I truly believe this is the future. Not tomorrow. Today.
➡️ Curious about how we approach this at MARCO or with customers?
I'd be happy to explain it to you over coffee (virtual or in person). ☕️
Send me a message. I'm looking forward to it.
