
Why do we build communities?

“Community is part of the DNA at Prosper?,” says Wilson.” It’s about people prospering together, from how we run our business to recruiting people, it’s all done by establishing a sense of community. We don’t do lots of advertising and marketing, it’s through community building.”With community building taking place online, it’s likely that businesses will be using digital media to build up networks and tell their stories. Real Business editorial director Praseeda Nair shares her insights; “community building through communication is important, what I do is try and get the core story of every business, including what makes owners get out of bed and get started, because we’re all here to prosper together, and that runs through our media business, and through the rest of Prosper?.” “At a time when people are starting to lose faith in mainstream media, we’re seeing the democratisation of the media as more people get their voices out,” adds Nair. “For example, Michael has an opportunity to have his voice heard through this webinar and to engage with his community, he doesn’t need to have an interview with the Sunday Times or take out an advertisement in The Guardian, we now have an opportunity to have a direct conversation with the people we care about.”
How to lead with a human response

How to lead with purpose to drive awareness
For businesses engaging with customers right now, Boyd suggests they “lead with a human, not product response.”“Due to the pandemic we are in a shock phase and consumers can?t hear anything. So they want the human response and they want to know what a business stands for.?A human approach could make your business stand out in the market even after the pandemic ends, she adds; “when you drive a business model via a pull approach, you attract consumers to you.?A member of a business that I?m working with asked my opinion on how best to connect with me on LinkedIn. I told her that if she messaged me promoting her business?s services, I would block her straightaway. However, if she approached me talking about her passion for say, connecting women entrepreneurs through a network, I would go back to her as I’ve heard her purpose.?
Forget the product push
Forgetting the ‘product push’ strategy will require an entire mindset overhaul for many businesses. For Bradley, this was a game changer that went on to define how Prosper? hires and does business. He recounts how in the early days of his career, people were encouraged to just sell products. But that approach can only take businesses so far, he says. “Once, I walked into a meeting and realised that the person was not interested in me. He was only interested in what I was selling. Ever since then, Michael and I came up with a strapline of sorts; we only want to deal with PLUs, people like us. This mindset leads to longer lasting relationship with individuals and business rather than a product fulfilling a need.?Give your team members a voice under a common goal
Consumers aren’t the only people looking to connect with purposeful businesses, says Nair. Employees are too, and especially those from the millennial and Gen Z groups, who will soon become the majority of the modern workforce. So, the winds of business change have well and truly arrived…are you ready? For more tips on building communities across a recession register for this week?s webinar here.? Read more: The post-COVID-19 recession is here. Are you prepared?Share this story