Amazon.com. Spend less. Smile more.

Communities : the human race demands them, needs them. Belonging is fundamental.

Each member reinforces the believability of an interpretation to the other.

No decision is made entirely rationally. Emotional disposition towards brand can give an advantage even when the product is out-featured or out-priced by competitors. Become more dependent on emotional ties.

"The subjective reality of the world hangs on the thin thread of conversation."

In the face of terrifying chaos, a craving need to make sense of it all.

A member who feels they have helped model the brand will likely be an evangelist for it.

Ownership must be shared with its membership for it to thrive.

Marketers should be obsessed with communities, not just fret about how to market to an impossible number of individuals.

We need to talk to others to know what we think :

Consumers are demanding a greater role in the shaping of their own community.