#111 The Current State Of Community-Driven Business
I spend a lot of my time auditing community experiences and talking to community builders.
Some communities are really struggling with cancellations & engagement right now... while other "similar communities" are absolutely THRIVING. So what's the difference?
I believe we're in the middle of a shift with community. What worked in the past doesn't work anymore.
We’re moving away from vague, one-size-fits-all community programming and toward personalized, intentional, specific experiences.
So what does that actually look like in practice?
Here’s what’s in and what’s on its way out as we level up the way we design and deliver community.
Community Topic
IN – Communities built around a clear, narrow focus (like "build a high-converting group program" or "move abroad in 12 months")
OUT – Vague, feel-good containers with generic goals like “learn, build, grow” People don’t join communities to wander. They join to achieve something specific. Along the way they connect to others and that's what makes them stick around.
I know it's scary to "niche down", but the more specific you are, the more likely you are to attract the right members and keep them engaged.
Community Events
IN – Workshop calls to work through specific topic challenges
OUT – Open Q&A, Ask Me Anything, or blanket “coaching calls” People care about their time more than ever. They won’t show up unless they know exactly what they’ll get from a call. The more specific the topic and promise, the more valuable the experience.
There's also nothing worse than attending an irrelevant Q&A and thinking, 'wow I wish I could get that hour back...'
Programming
IN – Using community insights to plan your next 2 months of programming
OUT – Planning 3–6 months of events with no room to adapt Programming should always be driven by what your community is talking about and asking for... and timing is everything on this.
Instead of locking in a full quarter’s worth of events, create space to listen, iterate, and build based on what your members are learning and asking for.
Content
IN – A roadmap toward their goals with clear content and resources for each stage
OUT – A giant library of resources that feels overwhelming The number one reason people leave communities is overwhelm. Unfortunately, a lot of memberships feature an arsenal of content that makes your members feel unsure where to start or how to find the right resources for them.
A well-structured backbone curriculum meets members where they are and helps them move forward, faster.
Onboarding
IN – Warm, curated onboarding that shows members exactly what to do first & helps them get a quick win
OUT – A “welcome” post and a hope they figure it out First impressions matter. Don’t just welcome them – guide them. When onboarding is personalized and purposeful, members feel supported from day one.
Helping them work toward their goal right away is also a sure way to get them to share with friends!
Connection
IN – Creating containers for connection between members (think: buddy systems, group masterminds, cohorts)
OUT – Hoping conversations happen on their own As a community builder, you're a connector. You need to create experiences for your members to connect with one another. Real connection doesn’t happen by accident.
You can do this with community events by offering social calls with breakout rooms, sending personal intros, or facilitating member matching.
Community as a Product
IN – Community as a product layer that enhances your whole offer suite
OUT – Treating community like a “bonus” add-on You knew I'd add this one right? Your community isn’t just a perk. It’s a retention tool, a feedback engine, and an incredible way to nurture and support customers for a long time.
You can leverage community products to increase your customer LTV & eventually connect them to higher ticket services.
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If you want help with your community strategy, you can work with my agency Affinity Collective.