Why Do Communities Fail?

70% of communities fail and the main reason is because they're trying to sell stuff. Harley Davidson has this big hundreds of thousands of people in a community called HOG, Harley Owners Group. They ride together, they have festivals and 700,000 of them go to surges south to code every year. It's not to sell more, it's not to make a quarterly profit, it's to fulfill their dreams. When you have that emotion, when you belong to the brand like that, your marketing is over.