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The Business of Belonging: How to Make Community your Competitive Advantage 1st Edition

by David Spinks (Author)
4.7 4.7 out of 5 stars 211 ratings
See all formats and editions
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“A tactical primer for any business embarking on the critical work of actively building community."—Seth Godin, Author, This is Marketing

"This book perfectly marries the psychology of communities, with the hard-earned secrets of someone who's done the real work over many years. David Spinks is the master of this craft."—Nir Eyal, bestselling author of Hooked and Indistractable

The rise of the internet has brought with it an inexorable, almost shockingly persistent drive toward community. From the first social networks to the GameStop trading revolution, engaged communities have shown the ability to transform industries. Businesses need to harness that power. As business community expert David Spinks shows in The Business of Belonging: How to Make Community your Competitive Advantage, the successful brands of tomorrow will be those that create authentic connection, giving customers a sense of real belonging and unlocking unprecedented scale as a result.

In his career of over 10 years in the business of building community, Spinks has learned what a winning community strategy looks like. From the fundamental concepts—including how community drives measurable business value and what the appropriate metrics are—to high-level community design and practical engagement techniques, The Business of Belonging is an epic journey into the world of community building.

This book is for decision makers who want to better understand the value and opportunity of community, and for community professionals who want to level up their strategy. Featuring a foreword by Startup Grind and Bevy cofounder Derek Andersen, it will give you a step-by-step model for strategically planning, creating, facilitating, and measuring communities that drive business growth. Attracting and retaining community members who are also loyal customers, brand evangelists, and leaders—that’s the goal for today’s connected businesses, and this book is the map to getting there.

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  1. ISBN-10
    1119766125
  2. ISBN-13
    978-1119766124
  3. Edition
    1st
  4. Publisher
    Wiley
  5. Publication date
    March 23, 2021
  6. Language
    English
  7. Dimensions
    6.2 x 1 x 8.8 inches
  8. Print length
    208 pages
  9. See all details
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Editorial Reviews

From the Inside Flap

The rise of the internet has brought with it an inexorable, almost shockingly persistent drive toward community. From the first social networks to the connected world of today, the need for and value of community have emerged as unavoidable realities. The business world is keeping up, sort of. As business community expert David Spinks shows in The Business of Belonging, the successful brands of tomorrow will be those that create authentic connection, giving customers a sense of real belonging and unlocking unprecendented scale as a result.

So how do we achieve this lofty communitarian goal? Nowhere is the path made clearer than in this book. In his career of over 10 years in the business of building community, Spinks has learned what a winning community strategy looks like. From the fundamental concepts―including how community drives measurable business value, and what the appropriate metrics are―to high-level community design to practical engagement techniques, The Business of Belonging is an epic journey into the world of community building.

This book is for decision makers who want to better understand the value and opportunity of community, and for community professionals who want to level up their strategy. This book will give you a step-by-step model for strategically planning, creating, facilitating, and measuring communities that drive business growth. Attracting and retaining community members who are also loyal customers, brand evangelists, and leaders―that's the goal for today's connected businesses, and this book is the map to getting there.

From the Back Cover

PRAISE FOR THE BUSINESS OF BELONGING

"A tactical primer for any business embarking on the critical work of actively building community."
―SETH GODIN, Author of This is Marketing

"This book perfectly marries the psychology of communities, with the hard-earned secrets of someone who's done the real work over many years. David Spinks is the master of this craft."
―NIR EYAL, bestselling author of Hooked and Indistractable

"Every business needs to make building engaged communities their number one priority. This is the book that will help you get it done."
―ERICA KUHL, Former VP of Community, Salesforce

"I can't think of anyone more qualified to write a book about community than David. His passion for the subject, combined with his hands-on experience across many different types of community, have given him unique perspectives and insights. This will become the go-to handbook for building and running community."
―DOUGLAS ATKIN, Former Global Head of Community for Airbnb and author of The Culting of Brands

Product details

  • Publisher ‏ : ‎ Wiley; 1st edition (March 23, 2021)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 208 pages
  • ISBN-10 ‏ : ‎ 1119766125
  • ISBN-13 ‏ : ‎ 978-1119766124
  • Item Weight ‏ : ‎ 2.31 pounds
  • Dimensions ‏ : ‎ 6.2 x 1 x 8.8 inches
  • Customer Reviews:
    4.7 4.7 out of 5 stars 211 ratings

About the author

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David Spinks

David Spinks

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David Spinks launched his first online community at 14 years old for his favorite video game, Tony Hawk’s Pro Skater 4. Today he’s become a prominent leader in the community-driven business movement and has trained and advised community teams at companies like Google, Facebook, Udemy, Waze, and Airbnb. Spinks has long believed that community is the future of business and has made it his life’s purpose to help others learn how to build thriving, meaningful communities. He is the cofounder of CMX, where over 20,000 community professionals gather to learn and support each other and is the host of CMX Summit, the largest conference in the community industry. In 2019, CMX was acquired by Bevy, where Spinks now serves as the VP of Community, helping companies launch and scale event-driven community programs.

Customer reviews

4.7 out of 5 stars
211 global ratings

Customers say

Customers find the tips, use cases, and solid business case discussed in the book great for community first startups. They also describe it as an easy, fun, and encouraging read.

AI-generated from the text of customer reviews

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ContentReadabilityExamples
24 customers mention "Content"24 positive0 negative

Customers find the book's content great, useful, and thought-provoking. They also describe it as pragmatic, approachable, and packed full of stories, frameworks, research, and tips from other community pros. Readers also say it provides an approachable primer to modern community design.

"...David’s book provides an approachable primer to modern community design - the kind that seems destined to be an integral part of product go-to-..." Read more

"...It's packed full of stories, frameworks, research, tips from other community pros, and mini-case studies that I've circled, bookmarked and plan to..." Read more

"...Congratulations David Spinks, you managed to deliver amazing content, simply and your voice and style came through. Well done!" Read more

"...you need to do to get a community up and running, growing, and thriving. There is no stone left unturned, as far as I can tell...." Read more

13 customers mention "Readability"13 positive0 negative

Customers find the book easy to read, fun, and encouraging. They also say it does a great job articulating not only the WHY, but the HOW. Readers also mention the author is down-to-earth and committed. They find the content engaging and thought-provoking.

"...All in all, a quick, easy, enjoyable read that will get you oriented to the world of communities and set you up to succeed." Read more

"...Congratulations David Spinks, you managed to deliver amazing content, simply and your voice and style came through. Well done!" Read more

"...It's an easy read, a fun read, and and encouraging read. When I finished the book I had more confidence that I can build a meaningful community, too." Read more

"...It's an engaging and honestly fun read, and I highly recommend it to anyone who aspires to build and maintain a dynamic, thriving community online..." Read more

3 customers mention "Examples"3 positive0 negative

Customers find the book loaded with practical frameworks for designing and implementing. They also appreciate the myriad of great examples for everything the author says.

"...Plus the book is loaded with practical frameworks for designing and implementing. It's an easy read, a fun read, and and encouraging read...." Read more

"...Clearly written with a myriad of great examples for everything he says...." Read more

"...It has a bunch of helpful frameworks + some fun little anecdotes to bring them to life." Read more

This book is really well written and informative!
5 out of 5 stars

This book is really well written and informative!

I am in the process of building my second community-based business and have found The Business Of Belonging nostalgic, informative, and easy to read. I started building communities on Facebook in 2012 and met David in Chicago in 2017, at the first Facebook Community Summit. He was a speaker at the event which I was selected to attend. I was delighted to see some of the content we were taught then, and so much more in the book. I am encouraged to see standardized metrics evolving behind communities. It will certainly increase the value recognition of these powerful business drivers. If you are on the fence, get this book! I have already recommended it to a few clients and my new business partner. Congratulations David Spinks, you managed to deliver amazing content, simply and your voice and style came through. Well done!
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Top reviews from the United States

Karri Carlson
5.0 out of 5 stars Easy Read, Actionable Frameworks
Reviewed in the United States on December 2, 2021
Verified Purchase
Community is really having “a moment” now, after years of being relegated to customer service or user feedback forums (at least in the world of tech companies and startups!)

David’s book provides an approachable primer to modern community design - the kind that seems destined to be an integral part of product go-to-market strategies in the years ahead. The SPACES framework helps teams get aligned around what types of communities they’re building, how to set appropriate goals, and how to manage expectations within your company. Lastly, the book covers an important area that is often overlooked in discussions about community: how to become a valuable member of an existing community.

All in all, a quick, easy, enjoyable read that will get you oriented to the world of communities and set you up to succeed.
One person found this helpful
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Mr Zen
5.0 out of 5 stars So useful I've read it twice already
Reviewed in the United States on September 12, 2023
Verified Purchase
Anyone who hates on this book is clearly delusional. This guide has it all for anyone seeking to learn how to build and grow communities that thrive. Whether you're just getting started or looking to improve your community schools, your will love it. David absolutely knocked o6ut out the park with this incredibly useful book. Kudos!
One person found this helpful
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ChrisC
4.0 out of 5 stars Excellent resource for new and experienced community building professionals!
Reviewed in the United States on September 7, 2021
Verified Purchase
The Business of Belonging is a must-have for any community building professional, whether you're a new or senior CM veteran! The book is also a must read for any business leader who wants to make sure their company is positioned for long-term success and remains competitive in their industry. As a community professional with 15 plus years of experience building customer and employee communities, I found the book to be a valuable collection of strategic wisdom and practical advice that will help new community builders shorten their learning curve, accelerate success, and avoid mistakes; and it's a book that seasoned pros can use to enhance current skills, build better teams and further scale their community strategies. It's packed full of stories, frameworks, research, tips from other community pros, and mini-case studies that I've circled, bookmarked and plan to revisit and go back to for further reading. It's also a great tribute that reflects on the last 10 years of progress made in the community building industry; and if you're not familiar with CMX, the book is a great recap of the CMX story. Kudos to David for sharing his story and equipping the community building community with another solid resource for the collective CM pro tool box. Cheers, and here's to building more communities that are truly a competitive advantage!
3 people found this helpful
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DysNurse
5.0 out of 5 stars This book is really well written and informative!
Reviewed in the United States on April 9, 2021
Verified Purchase
I am in the process of building my second community-based business and have found The Business Of Belonging nostalgic, informative, and easy to read. I started building communities on Facebook in 2012 and met David in Chicago in 2017, at the first Facebook Community Summit. He was a speaker at the event which I was selected to attend. I was delighted to see some of the content we were taught then, and so much more in the book. I am encouraged to see standardized metrics evolving behind communities. It will certainly increase the value recognition of these powerful business drivers. If you are on the fence, get this book! I have already recommended it to a few clients and my new business partner. Congratulations David Spinks, you managed to deliver amazing content, simply and your voice and style came through. Well done!
Customer image
DysNurse
5.0 out of 5 stars This book is really well written and informative!
Reviewed in the United States on April 9, 2021
I am in the process of building my second community-based business and have found The Business Of Belonging nostalgic, informative, and easy to read. I started building communities on Facebook in 2012 and met David in Chicago in 2017, at the first Facebook Community Summit. He was a speaker at the event which I was selected to attend. I was delighted to see some of the content we were taught then, and so much more in the book. I am encouraged to see standardized metrics evolving behind communities. It will certainly increase the value recognition of these powerful business drivers. If you are on the fence, get this book! I have already recommended it to a few clients and my new business partner. Congratulations David Spinks, you managed to deliver amazing content, simply and your voice and style came through. Well done!
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5 people found this helpful
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Shooper Dooper
5.0 out of 5 stars Practical Guide To Building Community Online
Reviewed in the United States on January 28, 2022
Verified Purchase
As someone with goal of expanding my business to include an online community, David Spink's book lays out all the ins and outs of what it's really about and what it really takes. He starts with the broad strategic view and then brings it all the way down to daily tactics. Plus the book is loaded with practical frameworks for designing and implementing. It's an easy read, a fun read, and and encouraging read. When I finished the book I had more confidence that I can build a meaningful community, too.
One person found this helpful
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Lori Goldman
5.0 out of 5 stars Essential reading! A must for your toolkit!
Reviewed in the United States on January 6, 2022
Verified Purchase
If this book were a person, it would be a thoughtful mentor, walking you through everything you need to do to get a community up and running, growing, and thriving. There is no stone left unturned, as far as I can tell. It's the perfect blend of practical advice, metrics, processes (the SPACES model!), case studies, pro tips, setting goals, project management, and so much more. Whether you're new to community or a seasoned pro, The Business of Belonging is pure gold. BUY IT!
3 people found this helpful
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Rock 'n Reader
5.0 out of 5 stars Must-read for community builders
Reviewed in the United States on January 27, 2022
Verified Purchase
It's not easy to build an engaged community, but it's a lot less daunting after reading David Spinks' excellent book. Aside from interesting and inspiring anecdotes about communities Spinks has built or profiles, there's tons of valuable practical and tactical advice about how you can serve your business goals and community needs/desires simultaneously. It's an engaging and honestly fun read, and I highly recommend it to anyone who aspires to build and maintain a dynamic, thriving community online and/or in person.
4 people found this helpful
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Miranda Alfaro
5.0 out of 5 stars The golden key to building your community
Reviewed in the United States on April 8, 2021
Verified Purchase
I’ve been researching how to build an online community for the B2B tech company I work at and have been closely following thought leaders in the community building space like David. This book is hands down has been the best piece of long form content that I’ve ever seen to date. I’m using this book as a playbook for building my customer community and it has been so insightful and just straight up helpful in spelling out all that goes into consideration when building a thoughtful community that will outlive and outperform those put together haphazardly at the will of an executive, or those built for the wrong reasons, or those built without much thought and intentionality. Thanks David for writing this!
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Miranda Alfaro
5.0 out of 5 stars The golden key to building your community
Reviewed in the United States on April 8, 2021
I’ve been researching how to build an online community for the B2B tech company I work at and have been closely following thought leaders in the community building space like David. This book is hands down has been the best piece of long form content that I’ve ever seen to date. I’m using this book as a playbook for building my customer community and it has been so insightful and just straight up helpful in spelling out all that goes into consideration when building a thoughtful community that will outlive and outperform those put together haphazardly at the will of an executive, or those built for the wrong reasons, or those built without much thought and intentionality. Thanks David for writing this!
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5 people found this helpful
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Top reviews from other countries

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Great Snipe
5.0 out of 5 stars It is the book for community builders
Reviewed in Canada on October 3, 2023
Verified Purchase
It is the book for community builders
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Óptimo produto preco/qualidadd
5.0 out of 5 stars Optimo
Reviewed in Spain on August 13, 2024
Verified Purchase
Excelente fornecedor
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Samuel Casanova
5.0 out of 5 stars The value is in simplicity
Reviewed in Mexico on May 27, 2021
Verified Purchase
I absolutely loved this book. David establishes a clear structure to portray the importance of community and shows step-by-step how to harness the power of communities for your organization. What I liked the most is that it presents easy-to-apply frameworks. Basically, you can read and use it instantly. All the book felt like a conversation with a friend.
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Andrea Galeazzi
5.0 out of 5 stars Molto interessante, apre gli occhi su tante situazioni che diamo per scontate.
Reviewed in Italy on November 30, 2023
Verified Purchase
Lo sto ancora leggendo ma già dalle prime pagine si capisce che è un libro fatto bene.
Ci sono alcune parti dove va fin troppo nel dettaglio, ma se volete mettere un primo passo in questo mondo fatelo, è il libro giusto.
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Emmie F
5.0 out of 5 stars Love David Spinks and all his content
Reviewed in the United Kingdom on September 17, 2023
Verified Purchase
This guy is just the best. And I am loving his book! Learning so much as a new community leader so thank you David for taking the time to write this!
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