Why Associations Should Embrace Community-Led Growth in an AI-Driven World

The evolution of growth strategies in recent decades has witnessed a transition from marketing-led to sales-led to product-led growth, according to an article by Forj. Presently, there is a notable shift towards community-led growth as the most dynamic associations center their strategies around fostering a community. Unlike its predecessors, community-led growth positions members as the core of the strategy, acting as a multiplier on top of product-led growth.

In the current AI-driven era, a “crisis of disconnection” has emerged, characterized by barriers created by artificial intelligence and automation that hinder genuine human interactions. Community-led growth is presented as a solution to this crisis, recognizing the innate human need for authentic connections. Rather than placing a product or service at the forefront, the approach involves building and nurturing an online community, where individuals feel a sense of belonging and actively participate.

Community-led growth is defined by its commitment to prioritizing community over products or services. It recognizes the importance of online communities in fostering loyalty, growth, and revenue. The strategy acknowledges that, while products and services are crucial, sustainable and meaningful growth occurs at the intersection of quality offerings and an authentic community.

The evolution of community-led growth reflects a significant shift in intentionality. Authentic and meaningful community spaces are now prioritized, moving from being an afterthought to a cornerstone in the growth strategies of progressive organizations. Members are encouraged to actively contribute, bringing value, input, and insight to the community.

The synergy between community and learning is explored, revealing that learning may attract members initially, but community becomes the primary reason they stay. Members join associations for learning opportunities but remain for the sense of connection, feeling welcomed, heard, and connected. The rise of community in priority is predicted, possibly displacing learning as the primary reason members join an association.

Ultimately, community-led growth is fueled by the natural human inclination to connect with others who share similar interests, beliefs, and values. A well-nurtured community leads to engaged members who contribute, advocate, and provide valuable feedback, fostering organic and meaningful growth.