A Sense of Belonging: Nurturing Product-Led Communities and Knowledge Gardening
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Sep 10, 2023
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A Sense of Belonging: Nurturing Product-Led Communities and Knowledge Gardening
For the first 40,000+ years of human existence, our communities were constrained by where we lived. However, with the mass global adoption of mobile phones and the internet, we have gained unprecedented access to knowledge, markets, opportunities, and people. This has transformed the way we connect and find our sense of belonging. As one quote aptly puts it, "It used to be that people were born as part of a community, and had to find their place as individuals. Now people are born as individuals, and have to find their community."
One unique aspect of this modern era is the rise of product-led communities. These communities revolve around a product or service that helps individuals achieve a valuable future outcome. In a world where commitment to traditional institutions like religion is waning, people are seeking alternative forms of belief and belonging. Millennials and Gen Zers, for instance, are less involved in volunteering and civic organizations compared to previous generations. In 2017, only 28% of millennials volunteered, while the figure exceeded 35% for Boomers and Gen Xers. This shift highlights the need for new ways to connect and find a sense of purpose.
The digital landscape has paved the way for forging relationships online, whether they are online-only or online-first. Young people today are comfortable in these virtual spaces and have embraced the opportunities they present. However, with the rise of digital communities, there is also a need for authenticity. Consumers want to buy from brands that align with their values and take a stand on social issues. This sense of shared purpose strengthens the bond between consumers and brands, fostering a deeper sense of belonging.
It is important to note that while digital platforms have their advantages, they also come with their own set of challenges. Advertising often interrupts the user experience, and design choices prioritize maximizing frequency of use and clicks. Additionally, platforms continually seek to gather more user data over time. While this may be a reality, it is crucial to prioritize the creation of authentic communities that provide a sense of trust, safety, and belonging. These communities contribute to the well-being of individuals, neighborhoods, companies, and even democracies.
Another aspect to consider when nurturing communities is the concept of "knowledge gardening." This approach involves creating a feedback system that captures, organizes, synthesizes, and connects ideas. The goal is to close the loop and create a flywheel effect, where finished works are generated almost by accident through a stream-of-consciousness process. This concept raises intriguing questions about whether we can leverage feedback loops to generate self-organizing ideas.
In knowledge gardening, the feedback loop is essential. Without it, the system lacks the ability to self-organize. In such cases, everything becomes feed-forward, with no opportunities to revisit and build upon previous ideas. However, by constructing a feedback system, we can engage in knowledge gardening. This involves revisiting and revising scratch notes, adding to them, refactoring them, and combining them with other ideas to form new ones.
A notable example of a feedback system in knowledge gardening is the Zettelkasten method. This approach encourages individuals to file their notes in a way that allows them to stumble upon them again. By revisiting old ideas, editing or refactoring them, and integrating them with new thoughts, the system generates knowledge from the bottom-up. This search-or-create mechanic within knowledge gardening closes the feedback loop and facilitates the emergence of new insights.
Combining the ideas of product-led communities and knowledge gardening can lead to powerful outcomes. By nurturing authentic communities that revolve around a product or service, individuals can find a sense of belonging and purpose. Simultaneously, leveraging feedback loops in knowledge gardening can enable the generation of innovative ideas and insights.
Before we conclude, let's explore three actionable pieces of advice:
- 1. Foster a strong sense of purpose: Brands and communities should strive to align their values and take a stand on social issues that matter to their audience. This shared purpose creates a deeper connection and fosters a sense of belonging.
- 2. Embrace knowledge gardening: Implement a feedback system that allows for the organic growth of ideas. Encourage individuals to revisit and build upon previous thoughts, fostering creativity and innovation.
- 3. Prioritize authenticity: In the digital realm, where advertising and data collection can overshadow the user experience, it becomes crucial to create authentic communities that provide a sense of trust, safety, and belonging. Strive to build genuine connections rather than focusing solely on metrics.
In conclusion, the digital age has revolutionized the way we connect and find a sense of belonging. Product-led communities offer valuable opportunities for individuals to align their goals and values with a shared purpose. Simultaneously, knowledge gardening with a well-designed feedback system enables the generation of innovative ideas and insights. By nurturing authentic communities and embracing knowledge gardening, we can foster a deeper sense of belonging and drive meaningful change in our lives and societies.
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