Great post Xavier.
The deeper you commit to exploring and defining community shared purpose, the better the chances are that your community will share stories that invite participation and create shared experiences. It is within these shared experiences that purposeful connections between the brand and consumers can take shape.
Without shared purpose, brands run the risk of falling into bad habits like referring to and thinking of the people in community as an audience or users; implying that they are passive viewers instead of engaged participants. When this happens, we see brands struggle with wanting to control the conversations in community and declare points of view.
Ultimately, shared purpose can create the space for people to define, create and share their story through the acquisition and application of your brand's products and services. Ideally, they will become people who interact and transact with your brand in meaningful and immersive ways.
... View more