The Strong Common Interest

April 4, 2014Comments Off on The Strong Common Interest

What you want the community to talk about can be a small part of the overall community concept.

The communities that work are those based around a very strong common interest. A strong common interest is usually something we spent a lot of time or money on, or is representative of our identity, or emotionally provocative in some particular way.  

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It's very hard to get this right. It often means you have to change what you think the community should be about. 

Instead of building a community for people that own your company's washing machine, you might build a community for housework maestros – those that want to spend as little time as possible doing housework. 

Instead of building a community for people that want to save a river, you might build a community for people to trade advice about fishing on the river. 

Instead of building a community for improving a particular heart operation, you might build a community for the world's top heart surgeons. 

The discussions you want to happen will still take place (even more I'd argue), but it's a smaller part of the overall community. 

Get the strong common interest right. If it's wrong, nothing else you do matters. 


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