"Building for Believers: What Clayton Christensen Got Wrong and the Path to Successful Community Building"

"Building for Believers: What Clayton Christensen Got Wrong and the Path to Successful Community Building"

Introduction:
Building a successful community is no easy task. It requires finding the right members, creating meaningful engagement, and sustaining their commitment over time. In this article, we will explore the concept of "Building for Believers" and how it relates to Clayton Christensen's theories on disruption. We will also discuss the importance of Community-Member-Fit (CMF) and provide actionable advice for starting a new community. Along the way, we will challenge some of Christensen's assumptions and offer alternative insights based on real-world examples.

Lowering the Barrier to Entry:
One of the key principles of "Building for Believers" is to lower the barrier to entry for new members. This means starting with small asks and gradually increasing the level of commitment. Meetup and Airbnb are great examples of companies that successfully implemented this strategy. They didn't immediately ask new members to host a meetup or post a listing. Instead, they first asked them to engage in simpler actions like reading a blog post or watching a video. By starting with these smaller asks, they were able to build trust and gradually ramp up member commitment.

Finding Community-Member-Fit:
To find CMF, it's crucial to focus on the people who need little convincing and are already trying, unsuccessfully, to do the thing your community offers. These individuals are the initial true believers who will help kickstart your community. Remember, you don't need a massive number of members to start a community. In fact, you only need a small group of ten true believers. Look for the motivated individuals who haven't been successful yet and offer them the support they need. By targeting these specific individuals, you increase your chances of building a strong and committed community.

Challenging Clayton Christensen's Theories on Disruption:
Clayton Christensen's theories on disruption have been widely influential, but they are not without flaws. One of his concerns was that modular approaches to technology always defeat integrated approaches. However, Apple has consistently proven this theory wrong. The iPhone, for example, is a sustaining technology relative to Nokia. Apple has been able to leap ahead on the sustaining curve by building a better phone. Additionally, Christensen's theory of low-end disruption assumes that consumers are rational and that all attributes can be measured. In reality, consumers are not always rational, and attributes that matter to them cannot always be documented and measured.

Alternative Insights: Michael Porter's Framework:
An alternative framework to consider comes from another Harvard professor, Michael Porter. His framework focuses on two dimensions: strategic scope and strategic strength. Strategic scope looks at the size and composition of the market, while strategic strength assesses the competency of the firm. Apple's focus on product differentiation and design aligns well with Porter's framework. Apple understands that differentiation based on design can be felt by consumers, even if it cannot be measured. This focus on user experience has been a significant strategic advantage for Apple.

Actionable Advice:

1. Start with small asks: When building a community, begin by asking members to engage in simple actions that lower the barrier to entry. Gradually increase the level of commitment over time.

2. Find your true believers: Identify individuals who are already trying, unsuccessfully, to do what your community offers. Offer them the support and resources they need to succeed, and they will become your initial core group of committed members.

3. Focus on differentiation that matters to consumers: Don't just compete on technology alone. Instead, differentiate your product or service based on factors that enhance the user experience and resonate with consumers.

Conclusion:
Building a successful community requires careful planning, targeted engagement, and a deep understanding of your audience. By following the principles of "Building for Believers," you can create a community that fosters strong commitment and meaningful interactions. Additionally, by challenging conventional theories like Clayton Christensen's, and considering alternative frameworks like Michael Porter's, you can gain unique insights that will set your community apart. Remember to start small, find your true believers, and focus on differentiation that matters to your members. With these strategies in place, you can build a thriving community that stands the test of time.