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1/ Analysis of course communities (THREAD)
Community is important for premium yet scalable digital experiences.
It’s one of the main selling points for premium experiences charging $1,000-$5,000/student vs on-demand courses sold for $50.
But it can mean different things...
Community is important for premium yet scalable digital experiences.
It’s one of the main selling points for premium experiences charging $1,000-$5,000/student vs on-demand courses sold for $50.
But it can mean different things...
2/ Community is used as a catch-all term, usually to mean:
- there’s live interaction
- a Slack room
- active participation
- it’s not a MOOC
But when you *conflate* different elements of community, you miss the opportunity to maximize each element as a lever.
- there’s live interaction
- a Slack room
- active participation
- it’s not a MOOC
But when you *conflate* different elements of community, you miss the opportunity to maximize each element as a lever.
If you *unbundle community*
You can design more finely-tuned tactics & fully maximize each element of community.
You can design more finely-tuned tactics & fully maximize each element of community.
Community can mean:
1. Companionship
Loneliness is a struggle for many people. Isolation can be physical or social.
You can be at a bustling party but feel alone. It’s not just other warm bodies. It’s about feeling understood.
Communities offer an antidote to loneliness
1. Companionship
Loneliness is a struggle for many people. Isolation can be physical or social.
You can be at a bustling party but feel alone. It’s not just other warm bodies. It’s about feeling understood.
Communities offer an antidote to loneliness
2. Affiliation and prestige
Every YC founder puts YC in their bio. YC11, YC17, YC19, etc.
There are hundreds of accelerators and incubator programs. But most founders don’t mention it in the limited real estate of a bio.
Saying you’re a YC founder signals your rigor and status
Every YC founder puts YC in their bio. YC11, YC17, YC19, etc.
There are hundreds of accelerators and incubator programs. But most founders don’t mention it in the limited real estate of a bio.
Saying you’re a YC founder signals your rigor and status
3. Weird in the same ways
I’m part of plant groups
on FB.
We make plant jokes, talk about battle scars from fighting spider mite infestations & being addicted to buying plants.
What’s weird elsewhere is normal there.
Communities allow ppl to be proudly weird together
I’m part of plant groups
on FB. We make plant jokes, talk about battle scars from fighting spider mite infestations & being addicted to buying plants.
What’s weird elsewhere is normal there.
Communities allow ppl to be proudly weird together
4. Access
Networking is useful bc of access. Knowing the right people means getting your foot in the door.
Being in a community means you have access to other community members, including people who can make you better.
Access includes pooled resources too.
Networking is useful bc of access. Knowing the right people means getting your foot in the door.
Being in a community means you have access to other community members, including people who can make you better.
Access includes pooled resources too.
5. Exclusivity
Certain communities are exclusive.
For example, living in a gated neighborhood or being a member of Soho House.
Exclusivity is linked to status and power. We want to be part of some communities because they are exclusive, even if they don’t offer much else.
Certain communities are exclusive.
For example, living in a gated neighborhood or being a member of Soho House.
Exclusivity is linked to status and power. We want to be part of some communities because they are exclusive, even if they don’t offer much else.
5. Shared purpose
Religious communities, political communities, fitness communities....
All of these have shared missions that unite and empower members.
The feeling of righteousness is a powerful confidence booster for members.
Religious communities, political communities, fitness communities....
All of these have shared missions that unite and empower members.
The feeling of righteousness is a powerful confidence booster for members.
6. Feeling seen and heard
All of us want to make a good impression. So we put on a brave face. We wear armor. It’s a survival mechanism but it’s tiring.
A community let you take off the armor and feel accepted. It’s a sigh of relief.
All of us want to make a good impression. So we put on a brave face. We wear armor. It’s a survival mechanism but it’s tiring.
A community let you take off the armor and feel accepted. It’s a sigh of relief.
7. Shared context
Shared vocab. Shared values. Shared assumptions.
You can talk in shorthand & community members know what you mean.
When you have agreed upon values, there’s a lower likelihood of conflict (conflict = stress for most people)
Shared vocab. Shared values. Shared assumptions.
You can talk in shorthand & community members know what you mean.
When you have agreed upon values, there’s a lower likelihood of conflict (conflict = stress for most people)
Some community elements might typically be bundled but not always.
For example we tend to assume elite/prestigious & exclusive are overlapped.
But a community can be exclusive but not elite. Communities based on ethnicity/language are exclusive, not necessarily prestigious
For example we tend to assume elite/prestigious & exclusive are overlapped.
But a community can be exclusive but not elite. Communities based on ethnicity/language are exclusive, not necessarily prestigious
Companionship and feeling seen/heard might seem overlapped. But you can have companionship w/o feeling seen.
Example: Being in a mediocre relationship bc you don’t want to be single.
Hanging out w/friends for social interaction but you know they don’t truly understand you.
Example: Being in a mediocre relationship bc you don’t want to be single.
Hanging out w/friends for social interaction but you know they don’t truly understand you.
How can this list help you?
Do a thought experiment to consider how you can include each factor in your product, course, or experience. Even if you think it won’t work for you at first glance.
See what sparks a response. You will have more ideas in some areas vs others.
Do a thought experiment to consider how you can include each factor in your product, course, or experience. Even if you think it won’t work for you at first glance.
See what sparks a response. You will have more ideas in some areas vs others.
A well-designed experience makes people feel there's a vibrant community that's hard to find elsewhere.
Under the hood, there are different ways to create that feeling.
Mix and match. Crank up certain levers to the extreme & see how that changes the dynamic as a whole.
Under the hood, there are different ways to create that feeling.
Mix and match. Crank up certain levers to the extreme & see how that changes the dynamic as a whole.
Thanks for reading!
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