'community' isn't a buzzword
It kind of feels like community has become the kale of the modern business world. Everybody feels like it’s something they should be eating, but most people aren’t sure why - or even what it really tastes like.
Community isn't a buzzword you can sprinkle over your business like fairy dust.
It's not a marketing tactic, a value proposition, or even really a selling point.
Community is something that happens, it’s not an ingredient you get to actively choose to put into the recipe. It's organic – it grows and evolves, often in unexpected ways that you didn’t even see coming.
Throwing the word 'community' in marketing materials doesn’t make it magically appear. It’s this ethereal thing that forms when you're not trying to force it. It's not crafted; it grows. It comes to life when you share what's actually and meaningful true to you.
When you put out into the world who you are, what you love, what you believe in, and what you stand for – that's when the magic happens. The right people start showing up. Your people. The ones that resonate with your authentic self that can’t help but gravitate towards you and everything you’re doing.
Then, more of these right people come along, drawn by the genuine spirit of what you're doing. And before you know it, there's a community there of people who can’t get enough of being a part of what you’ve created.
You're not the puppet master. You’re not directing the show; you're just the one setting the stage for something organic to happen. This group of people, they've found their tribe, and it wasn't because you put up a sign saying 'community here'.
It’s not a strategy.
It’s not something to lead with.
It what’s happens when what you offer is real - when authenticity and passion collide, and people feel an irresistible sense of belonging to what you represent.
I’m still on Instagram with these musings but I fell out of love with it a bit. Every now and then I still get a bee in my bonnet though, so will definitely be keeping this substack alive! It’s more fun over here.
If you’re a reader, come say hi on my personal/semi-professional IG account (please do, I love to know who’s still lurking here 👀) and because I’m a bit shit at marketing myself if you vibe with what I’m talking about on here, I’d definitely appreciate a share ✌🏻