Great communities aren't for everyone. That's the point.

Be crystal clear about three things. What you're up to. Who you're looking for. Why you're doing it.

The how will evolve. The when will shift. The where will expand. But your core message needs to cut through the noise.

Being direct isn't being rude. It's clarity. It's a beacon for your people. A filter for everyone else.

"If you love rabbits..." "If you're converting your car to run on cooking oil..." "If you're a hard core runner in NYC..." Each declaration is both an invitation and a boundary.

The clarity of your message tells someone "This is home for people like us." "You belong here." "These are your people."

A community that tries to welcome everyone ultimately serves no one well.

A good message disqualifies 80 percent of people who read it. Sure, the overall market needs to be big. The bigger the market, smaller the community needs to be.

Instead of building a festival, think about hosting an intimate dinner. Same invitation to the same size group of potential attendees. The message has to get you just the nine who fit around the table.

When in doubt, leave more people out.