Maria Carolina Suarez

He told me that when Coke came to Canada, they took the same television ads, the same print ads, and they applied it broadly across Canada. The ad execs (who were probably based in Toronto) probably said, “If it works here, it’ll work everywhere.”

No.

It didn’t work in Quebec because people didn’t connect with it. The cultures were vastly different.

The hallmark of an incredible community designer is to inspire routine interactions within the community. The best community designers understand that each interaction with the community makes them increasingly more connected to the community itself — and a supercharged community breeds subcultures within the community itself.