If You Buy It, They Will Come (and other myths)
Something's gone terribly wrong with how we build communities.
We've been sold a "Field of Dreams" fantasy about community building. Just buy the right platform, set up the perfect infrastructure, and members will magically appear.
It's so normalized that you might not even see it anymore, but let me paint you a picture.
Your best friend's birthday is next month. Inspired, you tell your friend group that you're thinking about throwing a party. So far, so good.
But their response is to pitch you on a premium venue. Upfront, non-refundable deposit for 50 people. The best artisanal cake-maker in the state. Have to book now, you're already late. A digital invitation platform that requires a one-year subscription.
All before you've even checked with your best friend if they even want to have a party.
Wild.
That's exactly what's happening in the online community space.
We're being told to build elaborate digital houses before we've even met the people who might inhabit them.
The venture-backed companies behind the platforms, tools, and resources you need have marketing departments determined to make you believe success is just one more purchase away.
They've turned community building into a shopping expedition.
"First, you'll need our premium platform subscription." "Don't forget the engagement analytics package." "Oh, and our exclusive community-builder masterclass." "Have you considered our member management suite?"
They'll show you the math. "100 people paying $100 a month equals your dream lifestyle."
But where in that equation is human connection? What about trust? Shared experiences? Real value?
The truth is that these platforms don't care whether your community succeeds.
Their definition of success is keeping you as a paying customer. They just need to convince you that community magic is right around the corner, after just one more upgrade, one more feature, one more integration.
It's a casino where the house always wins.
This is why pop communities matter so much.
Instead of betting your hard-earned cash on a community that doesn't exist yet, pop communities start with what's real. Actual human connections.
Some of the actions you'll learn about in this book start with texting people you already know. Yes, literally that small.
Here's the thing. Community won't make sense at 400 people if it doesn't work with 4 people.
And last time I checked, your friends probably won't charge you $199 a month plus 2-4 percent transaction fees to get together.
Despite what the marketers tell you, real communities work the opposite way.
Start with people you know. Create value for them. Add infrastructure to address needs. Growing and building go hand in hand.
If you're building a community of 10 to 100 people, which is where most successful communities live, you don't need enterprise-scale tools.
You need trust. You need to create value for others first. You need to prove your concept before you invest in it.
If you've found this book because you're confused, disillusioned, or your personal community-building venture fund has run dangerously low, I hear you.
You've just fallen into a trap that was expertly designed to catch you.
The good news? You can start again.
Using the pop community approach, you don't need a massive budget or fancy tools. You can identify your people, start building trust and connections, and grow from there.
Instead of chasing that mythical "$10,000 a month" dream, you can celebrate having 10 new meaningful connections this month thanks to your community-building efforts.
If you're ready to build something real instead of buying something expensive. If you're ready to get back to the basics and magic of connecting real people. If you're tired of the hustle culture driving your community business.
You're in the right place.