Product-Led Communities Need Picks and Shovels

As high quality content and effective brand strategy move down the long tail, “community” has become an important concept for every post-Web 2.0 player. Crypto token holders, influencer fanbases, DTC brand customers, creator audiences, and new social networks are all often referred to as communities, and each has a stake in developing community for... See more

But I think it’s equally interesting to look at communities of professionals in design, engineering, etc. I think those professional groups can ultimately look like social communities, as well as labor marketplaces

It may be more likely to be pay-to-play. Design takes time and effort. Content creation takes time and effort. Everything that goes into a shiny digital footprint – website design, hosting, platform service subscriptions – costs money. Compare this to a random book club meet-up advertised through a single flyer made by hand and stapled to a few tel... See more

Success here will come down to implementation details. The incentive structure, funding sources, size, goals, moderation approach, and community management philosophy of these networks will determine their long term viability as both businesses and communities.