Community ≠ Marketing: Why We Need Go-to-Community, Not Just Go-to-Market

Instead of building a community around a business, a company should strive to create new business models around its community. Why place community before market? Because if you focus on making an insanely good community, the profits will follow. I’m not saying you should throw away your GTM plan; on the contrary. Instead, it would be best to have a... See more

The power of community-led growth is undeniable. I am convinced that community building will be one of the most important, if not the most important, skill for future founders across industries. It is one of the most powerful ways to establish your brand as the most trusted leader in a category, get close to prospective customers, partners, or even... See more

That starts with a go-to-community plan that sets community up as a strategic priority, just like go-to-market. By committing to a team, budget, and tooling that will help make community a first-class competency, you’ll create value for your users. 

Everyone’s familiar with the concept of a go-to-market (GTM) plan, but in the world of bottom-up adoption and product-led growth, a go-to-community (GTC) plan is equally as important.

Community, though, considers the entire audience around a product – even those who may not qualify as a qualified lead in the short term. And rather than capturing value from these people, GTC seeks to create value with and for them. Rather than discarding them to email drip campaign limbo, as you would in a funnel-driven GTM process, GTC embraces ... See more