The Business of Belonging

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A tactical primer for any business embarking on the critical work of actively building community. The rise of the internet has fueled a relentless drive toward community, transforming industries through engaged networks. Businesses must harness this power. Community expert David Spinks illustrates how successful brands of the future will create authentic connections, providing customers with a sense of belonging and unlocking unprecedented scale. With over a decade of experience in community building, Spinks outlines what a winning community strategy entails. He covers fundamental concepts, including how community drives measurable business value and the appropriate metrics, alongside high-level community design and practical engagement techniques. This book serves decision-makers seeking to understand the value and opportunity of community, as well as community professionals aiming to elevate their strategies. Featuring a foreword by Startup Grind and Bevy cofounder Derek Andersen, it offers a step-by-step model for planning, creating, facilitating, and measuring communities that foster business growth. The ultimate goal is to attract and retain community members who are loyal customers, brand evangelists, and leaders—this book is the roadmap to achieving that objective.