Too often we complicate community, marketing, social media, etc. So when I saw this exceptional video the other week, I had to share it with you.

Question: doesn’t this just get you right back to the basics of:

  • Identifying passions
  • Identifying influencers
  • Targeting online and offline to create word of mouth
  • Delivering an exceptional product / event
  • Creating multiple levels of participation within the product / event
  • Providing some memorabilia / takeaway to build advocacy for next time
  • Keeping the community alive

I think I’ve got myself a new framework right there?

So my task to you: boil this down to the simplest framework and let’s discus.

Archived Comments

  • Brian Driggs

    Boiled down:
    – Identify the audience.
    – Listen to them.
    – Converse with them.
    – Understand their needs.
    – Help them meet those needs.
    – Be an active part of the community.

    IMO, it’s all about cultivating a sense of humanity; solidarity. The more active you are in helping others succeed, the more active they will be in helping you do the same.

    We’re all in this together. We are all customers.

  • 1. Find out what people really want and give it to them;
    2. Build awareness and generate demand with a fully integrated promotional program.


  • Hi Scott,
    What a great video. I think that the most important words for me in this whole clip and one that offers clues as to your framework are these: Create a movement.


  • / Scott Gould

    Agreed – but within “give it to them”, there’s a lot within that!

  • / Scott Gould

    I like that – hadn’t covered that angle.

    Tough question: how do you create a movement? :-)

  • / Scott Gould

    You could add those to mine I think, right?

  • Your brief was to “boil this down to the simplest framework”. ;)

  • Brian Driggs

    More than likely, Scott. Definitely some parallels there. Still…

    – Identify passions and those most passionate
    – Focus on outcomes rather than output regardless of participation level
    – Empower the community

    I don’t like the us-vs-them dichotomies associated with terms like customer, client, attendee, audience, target, and the like. Business is only a battlefield because business has made a reputation for itself of dividing, conquering, and consuming resources.

    Think of it this way: We’re out to raise the bar, right? Well, if we imagine that bar as a chin-up bar with two legs planted firmly in the ground, we could cut it apart to insert extensions, or we could simply lift the foundation.

    Is it better to raise the bar, or raise the foundation? ;)

  • How to create a movement? Find something (ie. a cause, a belief, a desire, a dislike, a like, an indignation, an hope etc) that many people have in common and create a way or a vehicle that the people can use to get involved in that will allow them to bring something to be or stop something from happening.

    How’s that?