Drivers of your Community:
how they work and what you should know (Part 1)
Community building has become an important aspect of modern society, as people seek to connect with others who share their interests, passions, and values. Whether it’s a group of entrepreneurs looking to network and share resources, or a group of hobbyists who want to learn and collaborate, communities offer a space for people to come together and achieve common goals.
Have you ever thought about reasons why people join communities? Like in everything we do, there are motivations that bring us to a certain place at a certain time. We call these motivations Drivers.
In this article we will explain what the Drivers are and how they influence customers to become your community stakeholders.
What are the Drivers and why are they important?
A term “driver” is used to describe a motivating force or underlying psychological need that influences behavior. These drivers are thought to be the underlying reasons why people engage in certain behaviors, and they can vary from person to person.
In terms of a community, Drivers are main interests that motivate people to join you, and they also define a specific approach for interaction within the community.
Knowing the Drivers in community building is important because it helps you understand the key factors that motivate your community members to engage with your community, and it also helps you identify the most effective strategies for building and growing your community.
By understanding the Drivers, you can tailor your community building efforts to meet the needs and expectations of your members, and create an environment that is engaging, rewarding, and fulfilling.
How many drivers are there?
In community building, Drivers are strongly connected to Purpose and Personas. We have figured out 8 Drivers, 4 main and 4 secondary, that represent interest and behavior of your community members, and the meaning of your community that people will notice first.
In this part, we will describe main Drivers.
4 Main Drivers, or 4Ps
The Main Drivers cover the very basics of community and business of every type. They are principal pillars both of your business idea and a community built around it. They are also similar to 4P approach that consists of Purpose, People, Planet, and Profit, but with the Planet displaced by Product.
Purpose (Why) – the foundational element of any successful community. This Driver is the first thing that forms people’s decision about your business, project, or product as it defines the community’s mission, vision, values, and goals.
The Purpose Driver is crucial in attracting members to the community. It sets the tone for their initial impression and influences their decision to engage with the community further. If the community’s purpose resonates with potential members and is seen as relevant and meaningful to their lives, members are more likely to join and stay engaged with the community.
People (Who) – this driver recognizes that people are the most valuable asset in any community, and investing in positive relationships can help to foster a supportive and inclusive environment where everyone feels valued and respected.
Building a culture of collaboration and open communication within the community can be especially beneficial, as it allows members to share their experiences and expertise with each other and work together on projects or initiatives that benefit the community. This collaborative environment can help to strengthen relationships and foster a sense of shared purpose among community members.
This Driver may include not only your customers, but fans, suppliers, vendors, too. Even the crowd (people outside of your community who don’t have any interactions with you as organization) should be considered as one day they will notice what you do and enter your community.
Product (What) – this Driver refers to the product or service that a community offers to its members or customers. The community’s product or service must be of high quality and should meet the needs of its members. Providing a high-quality product or service can help to build loyalty and trust among community members, resulting in increased engagement and investment in the community.
To ensure that the product or service meets the community’s needs, it is important to gather feedback from members and incorporate their ideas and suggestions into the development process. By involving members in the development process, the organization and its community can create a product or service that truly caters to the needs of its members and provides value to the community as a whole.
Profit (How) – The success of a community largely depends on the Profit Driver, which ensures the community’s continuous growth and development. Generating profits enables the community to reinvest in its resources, create more opportunities, and expand its impact.
However, it’s essential to recognize that profitability should not be the sole focus of the community, as members join due to the purpose, connections, and knowledge it offers.
To maintain a sustainable and responsible community, profitability must be achieved through ethical and transparent means. The community should be conscious of the environmental, social, and ethical impact of its activities and make decisions in the best interests of all stakeholders. Additionally, the community must be accountable and transparent about its financial performance and resource allocation.
Takeaways of Part 1
- Drivers are the motivating forces that influence behavior, and they play a significant role in community building.
- Drivers are connected to Purpose and Personas in your community, so you can’t skip the phase of their definition.
- There are eight Drivers in community building, divided into four main Drivers (Purpose, People, Product, Profit) and four secondary Drivers.
- Purpose is the foundational element of any successful community, and it defines the community’s mission, vision, values, and goals. It is crucial in attracting members to the community.
- People are the most valuable asset in any community, and investing in positive relationships can help to foster a supportive and inclusive environment where everyone feels valued and respected.
- Product refers to the product or service that a community offers to its members or customers. Providing a high-quality product or service can help to build loyalty and trust among community members.
- Profit ensures the community’s continuous growth and development. However, profitability should not be the sole focus of the community, and it must be achieved through ethical and transparent means.
- Knowing the Drivers in community building is important because it helps community builders understand the key factors that motivate community members to engage with the community and helps them identify effective strategies for building and growing the community.
- By understanding the Drivers, community builders can tailor their community building efforts to meet the needs and expectations of their members, and create an environment that is engaging, rewarding, and fulfilling.