Third space connection

The goal is to make people feel like they’re a part of something — and like you’re part of their identity. And the payoff — if all goes well — is in the form of fierce loyalty, word-of-mouth promotion, organic curiosity and attention, higher lifetime customer value and share of spend, lower acquisition costs, etc.

And if communities are spaces for belonging, cohorts are spaces for becoming.

“If you want to be in the top 1% of a particular domain, then you can’t take your cues from and follow the social norms of 99% of people.

This is harder than it sounds. We are wired to imitate. The further you want to climb, the more carefully you need to construct your tribe.”