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.

Yes, 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 new marketing and advertising, only invited. And that invitation, very practically, is community on the Web.

About Me

I’m the founder of Sort LLC, a startup developing a Web-based application for personalized marketing. We also offer technology consulting to help teams and small businesses communicate, collaborate, and do marketing with apps that run on the Web and in the cloud. Currently, I live and ride the Caltrain in San Jose, California.

You can drop me a line at brooks AT brooksjordan DOT name.