At Hackbright, we have a strong community. Our students, mentors, partner companies, even applicants we regretfully turn away are very involved, and contribute in a positive way. I've been asked, how did we get here? I've actually been thinking about it myself recently, and I've figured out how we did it. We used one guiding principle that maybe we weren't strictly aware of, but we've followed faithfully and over time, we've built an awesome group of people that continually surprise me.
Love is all you need
I'll get into details, so follow me here.
Our main guiding principle is that we love them. Love them really, honestly, like they are family.
It turns out, you can't actually get anything worthwhile without caring about it. Think back to every job you've had where you didn't care, where the seconds ticked by like minutes, and the minutes were hours. You probably found yourself resenting your boss, your customers, which in turn feeds the cycle of resentment.
Now think of a place you've been, some organization, where you cared. Maybe this was a school, or a church, or a volunteer organization. Maybe you were lucky enough to have been part of a company that cared about you, and you in turn cared about those around you. However, excepting perhaps in the case of a church, you probably wouldn't describe that feeling as "love". You might say, "I love my job" or "I love this company", but what you likely meant by that is "I really like this job".
This is a step further - this takes something from you, but gives immeasurably back. Being a part of a community with the right stuff, the stuff people will pour their hearts into, that requires actual love.
This is not to say, happy-go-lucky hippy flower power time prevails all the time. This past class, "Hackbright" became a verb, which means "to cry on the floor of the bathroom". Emotions don't run that strong when you don't love something. Familial love doesn't come easy most of the time - think about the screaming fights you've had, and times when you've had to cut a family member off because that was the only way they could get better. Sometimes, you have to say something difficult to someone, and then they don't understand, and they hate you for it, and you have to wait until they come to an understanding on their own.
But think about this - you'd do pretty much anything for your family. Anything to ensure they have a happy, healthy life. Anything to make them more comfortable, their lives easier, to make them better than they are. These actions are how you tell them you love them, not by saying "I love you", although verbal affirmation is an important action to take.
So, how to create a community? Love them. Honestly, deeply love and care that they are able to do whatever it is they have their heart set on, and help them to do that. They will love you back, and they will love each other the same way. Do the love thing in your own way, we each have our own special-snowflake way of showing it.
The Business Case for Love
This totally works, by the way. We're not the only ones doing this. I can name some companies offhand that love their customers in an authentic way. Zappos, Rackspace, Keen.io. There are many more, but those are companies I can especially call out. They range from large to small. Famous to startup. The common factor is authenticity, and success. You can't fake this kind of thing, and if you try your customers will know.
When your customers know you love them, they don't switch brands at the slightest slip-up. They don't leave because you're not perfect, because you're not the cheapest option. It's no longer a race to the bottom line with your customers when you have an actual relationship with them. Much like a real relationship, the other person doesn't leave because someone is slightly more attractive, or makes slightly more money than you. These things are superficial compared to the relationship you've built, and your competitors can't make a dent in that.
They also are typically prepared to pay more - when you create a relationship, your customers see your product as unique, even if it's not. You're probably not the only person out there doing what you're doing, but relationships are unique. Your customers pay for a relationship, not a brand, not a product.
Roadmap to Love
1. Understand that your customers are the reason you exist. You might be a startup or a global brand, but because these people like what you do, you get to keep doing it. Be thankful, be awed.
2. Internalize this message, and spread it around the organization. This is easiest if you're a startup, because you can be selective with who you hire. Look to Zappos if you're not a startup.
3. Show your customers you love them. Think about what you'd have to do to prove to someone that you love them, without saying it out loud. Show them with actions. Prove to them they're your favorite customer.
Human support agents, email response times, caring that issues are resolved, following up. Selling things at a reasonable price. Ad campaigns that take your customer seriously, as though they are smart, human, and have dignity. Messaging that talks about who you actually are as a company, as a group, instead of pandering. Compassion when your customer messes things up. These things and more come out of that simple principle, so prove you love your customers, and they'll love you back.