People join communities for benefits, not belonging.
They want to learn something new, to achieve a goal, to grow status, to be entertained, to have fun, etc.
They only find and value belonging after they've been a member and formed relationships.
People join communities for benefits, not belonging. They want to learn something new, to achieve a goal, to grow status, to be entertained, to have fun, etc. They only find and value belonging after they've been a member and formed relationships.
People join communities for benefits, not belonging.
They want to learn something new, to achieve a goal, to grow status, to be entertained, to have fun, etc.
They only find and value belonging after they've been a member and formed relationships.
The keyword here is not necessarily prestige and exclusivity, but identity and belonging. There’s a pure pleasure in the intimacy of consuming together, along with enjoying status within a community. Thanks to a membership in a community, a hypebeast gets access to new product drops and events. This is the domain of intangibles that most loyalty pr
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Members are given all the traditional benefits of joining a club: status, identity, shared interests, and ownership.
Rachel Botsman • What's Mine Is Yours: The Rise of Collaborative Consumption
At the heart of the exclusive organization is a simple truth: every member is “people like us.” Sign up for that and you gain status. Walk away and you lose it.
Seth Godin • This Is Marketing: You Can't Be Seen Until You Learn to See
Human beings can’t help it: we need to belong. One of the most powerful of our survival mechanisms is to be part of a tribe, to contribute to (and take from) a group of like-minded people. We are drawn to leaders and to their ideas, and we can’t resist the rush of belonging and the thrill of the new.