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017: How a $2B Brand Used Community to Drive Growth with Jonathan Cronstedt — Part II
Ten Years In The Making
How to Build a Community of Influential People
I think your goal is community, but in a different kind of way. You basically can almost create a peer group that hopefully has recognition and reward in some sense because they couldn't gain access to that group on their own otherwise. Now, where this in your case gets a little bit complicated potentially is if you have direct competitors that are literally going after each other and they're both using your service in order to grow their business. Those are the nuances that you would want to figure out how to navigate and work with. But I definitely think that there is an opportunity for creating bespoke focus groups,. Maybe it's even something as simple as just subject matter specific message boards.
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