This has been one of my main mantras for years now....

You can't control your community.  You can only control your culture.

So many microgym brands want to jerk themselves off about how amazing their community is...and I'm not doubting their claim.  But when they realize that community and culture are two different things and that community is actually the item you want to spend the least amount of effort on (as it should just be a direct consequence of your culture that requires little to no work)...that's when the light bulb starts clicking and your brand's culture can really start doing it's magic.