Ben Dietz on Brand & Superformats

The community opportunity often lies in creating an experience that has nothing to do with your topic (ie. a hiking trip for accountants). Our default is to do something focused on the topic like a “talk” or “course” or “discussion group” but sometimes, just having them do something fun together is much more effective. The goal is to get your membe... See more

**General clubs** bring together people across identities and interests (although generally within the same socioeconomic range).

**Interest-based clubs** focus on creating a shared space for people who share particular passions.

For 90 days, I’d meet one new person every day. By the end of each conversation, I’d ask them to introduce me to at least one new person relevant to where I was trying to go. And then I did it. By the end of the summer, I had almost 100 new contacts. Every person is an open door, a potential opportunity, even if it’s not obvious at first. So many t... See more

This isn’t about the Slack, Discord, Geneva or Circle groups you’re part of that start with a small version of a thing, but where the intention is to scale to hundreds or thousands of people that convene in a single public forum to discuss the topic du jour and get them to pay for the thing. This is about building the picks and shovels for intimate... See more