Case study: Building a business community from the ground up

I’ve been writing and thinking a lot about what goes into building a business community — which I believe is a big part of the future of business. And when I think about community, my mind automatically goes to my friend Mark Masters and his lively You Are the Media group.

Like many of us, Mark Masters struggled to build his marketing agency. His own marketing and advertising weren’t creating momentum for his business. And he felt rather empty with the transitory, transactional nature of marketing. So he tried a bold experiment.

• The role of a newsletter in building a business community
• The transition from audience to community
• The danger of a cult of personality
• The power of bringing people together
• When the community becomes the business
• Giving up control to gain credibility
• The role of purpose and sustainability
• The collective voice
• How community impacts business

This is a glimpse of the future of marketing and you won’t want to miss it:

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