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Do You Know What the Secret Sauce in SoulCycle is?

Why did SoulCycle and CrossFit connect so deeply with people when there have been spin classes and exercise programs for decades?


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One of the fascinating ways to generate loyalty, relationships and even income is by building communities. A valuable and strategic question you might ask about your business model is: “How could we develop a community (or multiple communities) that would allow people to connect and learn while allowing us to deepen the relationships, educate and monetize that community?”

You don’t have to think about this on Facebook’s scale. Why did SoulCycle and CrossFit connect so deeply with people when there have been spin classes and exercise programs for decades? Why do online forums with robust connection features succeed? I’ve owned two pretty cool travel trailers (T@B and R-Pod) and the owners’ forums are jammed with comments, questions and tips making you feel like you’re on the team. Individuals like Michael Hyatt and Marie Forleo and many others have used web communities to build small empires by making people feel as though they are part of an exclusive club. Vistage makes money by facilitating face-to-face communities of business owners. The examples are endless!

I have several clients who have successfully moved from a pure product-driven strategy (Want to buy a widget?) to a market-driven strategy (How can we best meet the needs of this community?) by including events (face-to-face as well as virtual) that capitalize on learning. But the underlying value is more about the community than the knowledge imparted. These events, by the way, produce significant income, though using community as a pure marketing tactic to build relationships without revenue can also work.

I can imagine a community pillar to the strategic framework for veterinarians, bankers, grocery stores, business services and consumer products. The benefits of engaging on an emotional level with your target audience (and them with each other!) are many: strengthening relationships (leading to referrals and stickiness), recurring revenue opportunities, faster new product introductions and a deeper understanding of your customers.

The concept is simple; people like to be with people who have similar interests and challenges. Use that to provide real value to them and you.

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Todd Ordal

Todd Ordal is president of Applied Strategy®. Todd helps CEOs achieve better financial results, become more effective leaders and sleep easier at night. He is a former CEO and has led teams as large as 7,000. Todd is the author of Never Kick a Cow Chip On A Hot Day: Real Lessons for Real CEOs and Those Who Want To Be (Morgan James Publishing, 2016). Connect with Todd on LinkedIn, Twitter, call 303-527-0417 or email todd@toddordal.com.

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