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The Best Brands Are The Ones That Build "Belonging"
Principles of building belonging
- Make contact with people you disagree with.
- Share collective joy and pain.
- Speak up politely when you disagree.
- Embrace the paradox. Those with a strong sense of belonging often demonstrate a mix of traits, such as the courage to stand alone, while also being engaged in a group.
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SIMILAR ARTICLES & IDEAS:
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 a...
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.
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Key Idea
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 lov...
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Key Ideas
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 Engagem...
Why People Sign Up To A Community
- The community aligns with their identity.
- They trust that the community will bring them value.
- They know how to participate.
- There is a reward (intrinsic or extrinsic) for their participation.
Build the Foundation of Community
- 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.
- 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.
- 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.
- 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.
- 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.