The Magic Triangle: Where Does Community Belong?
The Magic Triangle: Where Does Community Belong?
This is my second post focused on the intersection of Category Design + Community. If you have not yet read the first post, you can find it here.
The intrigue continues! And I was thrilled to hear that so many of you are also intrigued by Category Design! For this post, I wanted to look at The Magic Triangle (from the book Play Bigger) and offer some perspectives on where/if Community fits into it.
I’ll do my best to summarize The Magic Triangle: It’s a visual depiction of a strategy that involves “…the design of a great product, a great company, and a great category at roughly the same time.” I’ll break down each side of the triangle below and include the definition of each one as stated in the book.
When I first saw this triangle, I wondered where Community fit best. Where does it belong? The honest answer is that there is no one answer. I can think of reasons it does and doesn’t belong in each of these areas. Hear me out:
Product Design
“…the purposeful building of a product and experience that solves the problem the market needs solved.”
Does Community belong here?
Yes: Especially if you’re utilizing your community for product creation. These days, this is often referred to as “community-led.” I’ve seen this accomplished successfully through communities that are product-based, often utilizing idea exchanges. (Example of a product-based community: UiPath Forum.)
No: Community can benefit a company and category in so many ways beyond being product-centric. So is this the right place for Community to live…within Product Design? It could be a great starting point, but perhaps remaining within Product would not be the permanent home. (Notice that I said “perhaps!”)
Company Design
“…the purposeful creation of a business model and an organization with a culture and point of view that fits with the category.”
Does Community belong here?
Yes: If you’re starting with a customer community, then yes, it makes sense that Community fits within Company Design. As you’re building the company, and defining and attracting your target customer, you could offer the customer a digital home with a Community. This could also be an exercise in the Community and Company growing together.
No: If you’re looking for the Community to have an impact that’s bigger than the Company, then it doesn’t belong here. Instead, it belongs in the next strategic area: Category Design.
Category Design
“…the mindful creation and development of a new market category, designed so the category will pull in customers who will then make the company its king.”
Does Community belong here?
Yes: If your definition of Community encompasses ANY user in your category, then it DEFINITELY belongs here. It’s riskier to create a Category Community vs a Customer Community, but I believe the rewards are bigger. It’s also a bigger lift and effort to do so, but if no one in your Category has done it yet, this seems like a no-brainer.
No: If the Community will only be satisfying your customers, then it doesn’t belong here and would be better suited in Company Design.
I can read your thoughts right now, and they’re saying, “Well, Jenny…which part of the Magic Triangle do YOU think Community belongs in?” You might not like my answer: It depends. From what I’ve read so far, each of these strategic areas differs for each company in their creation process. I think it all depends on the size of the company, where they stand today in regards to their category, and what their community goals will be for the next 1-3 years.
➡️ Interested in hearing more on this topic? Join me, Paul Jones, and Dustin Robertson on Paul’s LinkedIn Live show on Thursday, April 28, 2:30pm PT to hear us talk more on this and other aspects of Community + Category Design. Keep an eye on my social channels for the URL. ⬅️
What I’m Listening To
The following podcasts have recently piqued my interest. Some are focused on Community. Some aren’t. But I’m getting some sort of community value out of each and thought they were worth sharing:
Against The Rules, Season 3. This season takes a look at Experts and what makes a person one.
Creative Elements. Jay Clouse talks to creators about how they built their businesses.
The Tim Ferriss Show. Every few months, I go back and forth subscribing and unsubscribing to this one. The episodes are looooong. And yet the quality of the guests, and the new topics, products, services they expose me to are all top-notch.
Follow Your Different. Hosted by Christopher Lochhead, one of the authors of Play Bigger. The podcast name was enticing enough for me, and the content doesn’t disappoint.
What podcasts are you listening to these days? And how do they benefit you as a community professional?