When it comes to community building, our job is not to build it from scratch. But most of the time that’s not what happens. Nike did not invent the running community.
There were already runners before Nike showed up. Harley-Davidson did not invent the rider community – a group that called themselves the 1 percent long before the other 1 percent showed up. We merely show up to lead communities that already exist. For most businesses, we don’t even lead them, we merely service communities that already exists.
So when you find a group of people who share a common bond and interest, a connection, a leader, a goal, and you give that group of people something with which they can take action, you work together with the community to elevate themselves by being present and making the dots that lead towards a common goal, clearer.