Organizations that build their businesses around people’s needs to belong, to be connected, and to be admired, that are focused on relationships over products, are winning in today’s economy

From Privacy to Belonging Some people want to be anonymous, but others are willing to give up some personal information in exchange for the recognition and benefits that come from belonging.

Through membership, members can be perceived as important, connected, or successful. In short, membership makes us feel good.

Membership is about connection and access over privacy and ownership—and not everyone values these the same way

Many content-oriented companies try this approach of just gathering as much content as possible and offering it at a monthly price when their members might want depth in a few key areas or access to a community of like-minded people. In many cases, it’s not the stuff people want; it’s the curation and community. If the primary benefit is supposed t... See more