The Business of Belonging


The Era of Community-Driven Business Has Arrived.

The rise of the internet has brought with it an inexorable, almost shockingly persistent drive toward community. From the first social networks to the connected world of today, the need for community has emerged as an unavoidable reality.

The business world is keeping up — sort of. The successful brands of tomorrow will be those that create authentic connection, giving customers a sense of real belonging, and unlocking unprecedented scale as a result. But how do we achieve this lofty communitarian goal?

Nowhere is the path made clearer than in this book. In his career of over 10 years in the business of building community, Spinks has learned what a winning community strategy looks like. From the fundamental concepts—including how community drives measurable business value, and what are the appropriate metrics—to high-level community design and practical engagement techniques, The Business of Belonging is an epic journey into the world of community building.

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