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CULTURE & COMMUNITY:
differentiating the companies of today and tomorrow
@ Parallel 18
el 10 de mayo de 2017
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CULTURA Y COMUNIDAD:
differentiating the companies of today and tomorrow
@ Parallel 18
el 10 de mayo de 2017
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Introductions
You
Me
Culture
Community
C+C
Why?
The value & benefits of
investing in culture &
community.
How?
Cultivate, sow, harvest.
Helpful tools/frameworks
Learnings
&
(additional)
discussion
AGENDA / ORDEN DEL DÍA
uno dos tres
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INTRODUCTIONS
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YOU / USTEDES
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❤ (
ME / YO
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ME / YO
Community = a profession?
…
Unwittingly career in “community work”
…
Marketing Coordinator (aka, community pro in training)
…
Community team lead
…
Executive team member, VP Community
…
Internationally recognition, community “expert”
…
Self-employed community consultant
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¿ “CULTURE” ?
“…to have a culture, is to inhabit a place sufficiently intensive to
cultivate it—to be responsible for it, to respond to it, to attend to
it caringly.”
Philosopher Edward S. Casey (1996)
“Culture is how organizations ‘do things’.” — Robbie Katanga
“…the sum of values and rituals which serve as ‘glue’ to integrate
the members of the organization.” — Richard Perrin
sources: Wikipedia + Harvard Business Review
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¿ “CULTURA” ?
the collective personality of the organization / company /
‘employee community’
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PAUSE
⏸
HOW WOULD YOU DESCRIBE YOUR
COMPANY’S CULTURE?
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¿ “COMMUNITY” ?
Derives from:
the Old French comuneté
… Latin communitas "community", "public spirit"
… (from Latin communis, "shared in common”)
- source: Wikipedia
Defined as:
“a small or large social unit (group of people) who have
something in common, such as norms, values, identity."
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COMMUNITY + BUSINESS
The various groups of people that make the company possible.
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THE
COMMUNITY
ONION
LA CEBOLLA
DE LA
COMUNIDAD
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Employees
Family
Investors
Advisors
Mentors
Partners
Customers
Vendors
Acquaintances
Future friends
Fans
Friends
Advocates
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THE COMMUNITY ONION
credit: @elof
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PAUSE
⏸
IDENTIFY THE COMMUNITIES
AROUND YOU
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THE CONNECTION BETWEEN
CULTURE & COMMUNITY
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EVERYTHING IS
CONNECTED.
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THE ROOTS OF YOUR COMMUNITY
ARE BURIED IN YOUR CULTURE.
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WHY IS CULTURE IMPORTANT TO
YOUR STARTUP?
WHY IS CULTURE IMPORTANT TO
YOUR STARTUP?
WHY IS CULTURE IMPERATIVE TO
YOUR STARTUP?
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RETURN ON CULTURAL INVESTMENT
Better hires
Better onboarding, decreased ramp times
Improved employee performance
Longer employee tenures
OVERALL: Higher Employee Lifetime Value
Source: Maia Josebachvili, Greenhouse.io
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WHY IS COMMUNITY IMPORTANT TO
YOUR STARTUP?
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RETURN ON COMMUNITY INVESTMENT
Customer Acquisition & Retention, Easier
Product Development, More Aligned
Market Awareness, Increased
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COMMUNITY SUCCESS CASE STUDIES
Sphero ▶ Techstars ▶ Disney ▶ Star Wars
SendGrid ▶ Community ▶ Massive Growth
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HOW DOES A LACK OF FOCUS ON CULTURE &
COMMUNITY HINDER YOUR STARTUP’S SUCCESS?
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Better
Improved
Easier
Worse
Diminished
Harded
Better
Improved
Easier
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No content
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OKAY,
SO HOW DO WE DO IT?
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-
❤
CULTIVATE
SOW
NOURISH
HARVEST
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CULTIVATING CULTURE
(INTERNAL)
Resources
Rituals
Relationships
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CULTIVATING CULTURE:
RESOURCES
(INTERNAL)
Coaching
Education/Training
Methodologies/Processes
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CULTIVATING CULTURE:
RESOURCES, METHODOLOGIES
(INTERNAL)
Responsible
Accountable
Consulted
Informed
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CULTIVATING CULTURE:
RITUALS
(INTERNAL)
Gratitude (eg, SendGrid, Techstars)
Introspection (eg, Keen)
Team Activities
Celebrations
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CULTIVATING CULTURE:
RELATIONSHIPS
(INTERNAL)
Coworker friend
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WITH CULTURAL CULTIVATION
UNDERWAY…
YOU’RE READY TO PLANT.
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SOW SEEDS
(INTERNAL/EXTERNAL)
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NOURISH CROPS
(INTERNAL/EXTERNAL)
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HARVEST FRUITS
-
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Community Commitment Curve
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•
•
•
•
•
•
Commitment
Time
Discover
Join
Community
Contribute
Lead
Observe
Join
Company
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ROTATING CROPS
:
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-
❤
CULTIVATE
SOW
NOURISH
HARVEST
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ACHIEVEMENT: UNLOCKED
A conceptual framework for understanding “community” as it pertains to
business / your company (including benefits)
An understanding of how/where community is cultivated, sown, and grown.
Tools to apply these learnings to your startup and bear the fruits of your
labor.
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LET’S CONTINUE THE CONVERSATION
@timfalls
[email protected]
timfalls.me
CONTINUEMOS LA CONVERSACIÓN
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(OTHER) THINGS WE CAN DISCUSS
hiring (and retaining) amazing people
developers: evangelism, experience, marketing
personal growth
leadership
international expansion
business development (partnerships, etc)
getting the most out of your accelerator experience
email, data strategies
working with remote teams
GIFs