How We Gather - Deepstash

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The Best Brands Are The Ones That Build "Belonging"

How We Gather

Some for-profit brands are identifying the opportunity for stepping into the cultural need and market opportunity for more in-depth, real-world person-to-person connections.

Those companies that help us forge meaningful connections will win deep loyalty. If belonging can be built around apparel and technology companies, surely it can be built around learning, parenthood, food, and health.

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Byproducts of Crises
Byproducts of Crises

During war times, the common man is least prepared for dealing with the drastic change of circumstances, displacement, loss of life of the self and loved ones, along with injury, loss of property and mental trauma.

Social and financial distress, loss of morale, and death of innocents are the byproducts of war, the effects of which are felt on the common man for decades.

Benefits Of A Crisis

During the peak of World War II, where it was expected that the citizens would go through hell, the opposite happened. People turned out to be more resilient, driven and motivated during the war.

The looming threat of being dead at any time turned out to be beneficial for the mental conditions and toughness for the individuals. Suicides lessened, and social unity and community bonding increased manifold.

At Home With Adversity
  • We, as human beings are naturally adaptive to a disaster or crisis, and bad times are improving our morale and strengthening our community spirit.
  • Groups of people collaborating, caring for and working with each other, hand in hand, are the ones who are most likely to live through any crisis.
  • The necessary conditions that we need to flourish as individuals and as a species, ironically, emerge during bad times.
We have this moment only to work on what's important
We have this moment only to work on what's important

Death illuminates the fact that this very moment is all we really have in this life.

We have only this moment to work on what gives us meaning and to tell the people we love most that we love them.

Community Engagement Cycle
Community Engagement Cycle

In contrast to existing communities, new ones lack a social identity, an established way of participation and assurances of reward or value. These are the foundation of the Community Engagement Cycle.

This is why most communities fail before they even begin. A company needs to establish these four elements if they are to have people’s engagement. 

Why People Sign Up To A Community
  1. The community aligns with their identity.
  2. They trust that the community will bring them value.
  3. They know how to participate.
  4. There is a reward (intrinsic or extrinsic) for their participation.
Build the Foundation of Community
  1. Form the a community’s Identity: Carefully choose 10 potential members who fit the community identity you envision. They’ll set the standard of quality and the tone for everyone else.
  2. Earn Trust: The members can’t trust a community that doesn’t yet exist, but they can trust you. Connect with them, bring them value and ask for feedback.
  3. Fuel Participation: Start to build trust between the members. Their trust in you will translate to trust in each other, and in the group as a whole.
  4. Reward: Ask if the experience was valuable and if members felt rewarded for their participation. This gives them extra validation and lets you know what to fix if you need to retry.
  5. Repeat Steps 1-4: Invite new members and give existing members the opportunity to invite someone new. As the base of the group begins to settle it creates a sense of belonging and makes people more likely to invite others who will fit the group.