The power of community in an AI world (& an exciting announcement!)
Intro
AI is consuming everything. Every company is trying to shoehorn it into every product and slap an AI label on their website to get some extra sales. And don’t get me wrong, I love how AI is leveling the playing field.. BUT, no matter how smart AI models get, they can’t create/recreate the magic of real, actual human connection.
I’m a big Star Wars fan. Many people are. It’s a HUGE brand with a community all over the world that spans generations. Lucasfilm (formerly LucasArts) has reportedly generated nearly $12 billion in value for Disney since the acquisition in 2012. 12 BILLION. And you know why? Because the Star Wars franchise has been building a massive global community since the 70s.
This is why I believe that brands who prioritize community, where people feel valued and seen, will win in 2025 and beyond. Building a community transforms a good experience into a great one and makes your brand unforgettable.
Let’s explore why this matters and how you can lead the way, but first…
I’ve got an exciting announcement!
I’m thrilled to share something I’ve been working on: the Building Great Experiences community is officially live! 🎉🎉🎉
If you’re passionate about creating exceptional customer and employee experiences, this is the place for you. For a limited time the community is completely free to join, but in 2025, it will move to a paid subscription. If you join now, you’ll be grandfathered in for life!
Here’s why you should join:
Connections with like-minded professionals who share your passion.
Exclusive meetups and coffee chats to deepen relationships and spark collaboration.
Fresh ideas and insights to inspire your work.
Practical tools and tips I’m testing with my team and clients over at StealthX.
Lessons learned and stories to help you grow.
Don’t miss this opportunity to be part of a growing group of innovators!
Okay, now back to the newsletter 😊
1. People want connection, not just a great product or service
AI can recommend products, answer questions, and speed up workflows. But it can’t high-five someone for a job well done or share a laugh about a funny story. I don’t care how much tech advances, people want real, human moments. The kind that make them feel seen and understood.
Think about Peloton. Sure, they sell bikes, but the secret sauce is their community. Imagine a new rider, nervous about keeping up. Then, during a class, they see other users cheering them on with virtual high-fives. That small moment of encouragement makes them feel connected, like they belong to something bigger than themselves.
It’s like planting a garden. AI is the sprinkler system. It’s helpful and efficient, but it’s the gardeners (your people) who nurture the soil and make the flowers bloom.
Putting this into action:
Create a space for connection: Whether it’s a Facebook group, a Slack channel, a Skool group, or a local meetup. Give people a place to share their stories and support each other.
Highlight real people: Share customer and employee stories that show the human side of your community.
Keep it human: Use AI to handle the tedious stuff, but ensure personal interactions are warm, genuine, and heartfelt.
2. Trust = loyalty (and more sales)
Trust isn’t built overnight. It’s built brick by brick, through small actions that show customers and employees you mean what you say. When people trust your brand, they don’t just buy your products they become advocates, recommending you to friends and family.
Take REI as an example. They’re not just a store; they’re a community for outdoor enthusiasts. When REI closes on Black Friday to encourage people to spend time outside, it’s not just a marketing gimmick. It’s a promise that aligns with their values. Customers trust them because their actions match their words.
Trust works like a bridge. Every honest interaction adds a plank, and over time, that bridge gets stronger, connecting your brand to your community in ways that can weather any storm.
Putting this into action:
Be real: Show your community that you’re serious about your values, whether that’s sustainability, innovation, or customer care.
Be open: Share your wins, but don’t hide your challenges. Transparency builds credibility.
Celebrate people: Highlight the contributions of your customers and employees to make them feel valued and appreciated.
3. Your customers are full of great ideas. Listen to them!
Your customers and employees are like a goldmine of creativity. When you invite their ideas, you’re not just improving your offerings. You’re showing them that their voices matter.
Look at LEGO. They didn’t just guess what customers wanted. They created LEGO Ideas, where fans can submit designs for new sets. One fan-created design, the Saturn V rocket, became one of LEGO’s best-selling sets. By involving their community, LEGO isn’t just making toys. They’re creating a sense of ownership and pride among their fans.
It’s like having a recipe passed down from your grandma. Sure, you could buy a cookbook, but the recipe feels more meaningful because it came from someone who cared.
Putting this into action:
Ask for feedback early: Before launching something new, ask your community for input and ideas.
Make it fun: Host design challenges or idea contests to spark creativity and excitement.
Say thank you: Recognize and reward contributors, even if it’s as simple as a public shoutout or a thank-you note.
4. Happy customers spend more
A strong community doesn’t just keep customers. It deepens their connection to your brand. When people feel part of something meaningful, they’re more likely to explore everything you offer and stick around for the long term.
Take Strava as an example. It’s not just a fitness app. It’s a community for runners and cyclists to share their achievements, compete in challenges, and connect with like-minded athletes. By encouraging members to support and motivate each other, Strava has built a loyal following where users don’t just track workouts. They feel like they’re part of a global fitness movement.
It’s like joining a local trivia league. You don’t just show up for the questions. You bond with your team, celebrate victories, and keep coming back because of the connections you’ve made.
Putting this into action:
Offer bundles: Create packages or exclusive deals for your community that add value to their experience.
Share success stories: Highlight how your products or services have helped customers, inspiring others to explore more.
Keep the conversation going: Stay engaged with your community through newsletters, events, or social media to keep them connected to your brand.
Wrapping up: It’s about connection, not just products
At the end of the day, building a great brand isn’t just about selling more stuff. It’s also about creating a sense of community and belonging. People want to feel like they’re part of something bigger, something that matters.
When you invest in your community, you’re building relationships that last. Customers and employees who feel connected will stick around, share their stories, and help your brand grow in ways no AI ever could.
I hope this inspires you to think about how you can bring people together and create unforgettable experiences 😊
Onward & upward,
Drew
P.s. Don’t forget to sign up for the new Building Great Experiences community and get free lifetime access for a limited time!