Create Community
Along with understanding the importance of attention, knowing how to create community is the most important thing a business has going for it today. More important even than strategy. The mobile, options-rich Web has made community the basis for creating value.
This is because when millions of people have access to each other to make billions of decisions they rely on one another to evaluate products and services, what’s culturally significant, and how to spend their time and money.
Naturally, connected people or consumers wisely invest their attention where they’ll get the most return: each other. So businesses that create a “rich, serendipitous environment,” in the words of John Hagel, naturally get the greater benefit of this bounded attention economy.
Attention can’t be demanded when it comes to digital community and marketing, only invited. And that invitation, very practically, is community on the Web and in the enterprise.
About Me
I build digital communities.
Product manager and digital strategist focused on making organizations smarter and more nimble through social collaboration software.
I am leading the pilot rollout of Jive 5 for 1,500 employees at BlackRock, the largest asset management firm in the world.
View my Linkedin profile here: linkedin.com/in/brooksjordan