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Human connection is the secret ingredient in building communities and fostering success—how will you design your next opportunity to connect?

1. Human connection fosters success in business and social movements

Jean Nidetech, the founder of Weight Watchers, discovered that human connection could achieve what individual efforts could not. By gathering women to openly discuss their struggles with weight loss, Nidetech fostered a sense of belonging and support, which transformed personal goals into communal success stories.

This shared connection arose from a primal need rooted in evolution. Humans, as social beings, thrive in tribes where mutual reliance ensures survival. In today's age of isolation, this deep-seated need for community remains just as strong. Research shows that social interactions affect our brain the same way as physical rewards or even physical pain can, highlighting how vital human bonds are to well-being.

For companies or movements, creating opportunities for connection can be a game-changer. Weight Watchers exemplified how personal struggles overlapped to form a shared identity. Similarly, successful activist movements or branded communities thrive when people are united as part of something larger than themselves.

Examples

• Jean Nidetech's group meetings evolved into Weight Watchers, a multi-million dollar enterprise.
• Loneliness has proven health risks equivalent to smoking a daily pack of cigarettes.
• Activist groups like Suffragettes drew strength from giving people a united cause.

2. Trust is essential for building relationships and communities quickly

Trust determines whether relationships succeed or fail. Without years to develop naturally, quickly building trust rests on two methods: leveraging trusted introductions and fostering vulnerability. Both approaches tap into our inherent decision-making shortcuts.

Referenced connections, known as the "halo effect," allow us to trust people because someone we already trust vouches for them. This rapidly breaks down barriers, as used by successful companies like Cutco Cutlery, which rely on referrals to build client trust. Meanwhile, vulnerability loops occur when individuals expose emotional or physical vulnerability and receive support in return, solidifying bonds.

Both these methods diminish skepticism and encourage openness. Whether for business, friendships, or community-building, integrating referrals or activities demanding shared vulnerability creates trust in record time.

Examples

• Cutco sellers emphasize referrals from trusted neighbors during pitches.
• Sorority hazing fosters vulnerability-driven trust among pledges.
• Boot camps for soldiers repeatedly demonstrate trust-building under shared challenges.

3. Effort creates value in relationships and interactions

People value things more when they've personally contributed time or effort. Benjamin Franklin illustrated this by asking a rival for a favor instead of offering one, fostering goodwill through effort rather than generosity.

Objects like IKEA furniture help explain this human bias. Though assembling a wardrobe can be challenging and time-consuming, the labor used to build it increases the pride and personal ownership felt toward it. Instead of giving a gift, organizations or planners often benefit more by encouraging participants to invest in a shared activity or task, which deepens emotional connections.

For example, Jon Levy’s Influencer Dinners ensured every guest contributed by cooking together, transforming strangers into collaborators. Shared effort made the experience more meaningful, and the bonds forged often lasted well beyond the event.

Examples

• Benjamin Franklin turned rivals into allies by requesting their help.
• IKEA’s business thrives because people value products they build themselves.
• Levy’s dinners used collaborative cooking efforts to connect strangers.

4. Balancing shared values and diversity enriches communities

Shared values create connection, while diversity enriches experiences. Florida developer Iggy Ignatius sold his retirement homes exclusively to Indian retirees who shared cultural values. At the same time, Jon Levy realized that appealing to diverse personalities and talents would elevate his events' success.

Shared values unite people with a common purpose or identity, whether cultural, political, or professional. But diversity allows innovation to blossom by introducing new energies and ideas into the mix. Ignatius's retirement homes offered shared cultural features like yoga and Bollywood screenings, ensuring their appeal despite market downturns.

To expand influence and strengthen communities, it's essential to work from both ends—creating shared values while weaving in diversity for innovative perspectives.

Examples

• Ignatius's Indian-targeted development tapped shared cultural connections.
• Creative teams with diverse backgrounds outperform homogenous teams in problem-solving.
• Levy invited people from different professional fields to create opportunities for cross-networking.

5. Empathy unlocks connections with anyone

To connect with anyone, you need empathy. Understanding their pressures, needs, and motivations allows you to tailor invitations and engagements that align with their world. Both industry leaders and community influencers respond more positively when their unique circumstances are accounted for.

Global influencers often trust introductions from their inner circles. Meanwhile, community influencers value initiatives that tangibly benefit their communities. For instance, Red Bull’s music academy directly supported budding musicians, drawing loyalty and enthusiasm in return.

By putting yourself in others’ shoes, you create relationships rooted in genuine understanding and shared benefit. Whether engaging with VIPs or grassroots activists, the right approach fosters meaningful relationships.

Examples

• Oprah’s team prioritizes introductions from personal referrals.
• TED Conferences succeed because they offer awe-inspiring, well-curated networking.
• Red Bull’s music academy funded workshops, gaining brand loyalty.

6. Communities thrive when people feel they belong

Membership, influence, shared goals, and emotional connection are the foundation of communities. People need to feel they’re part of something special, involved in shaping it, and aligned by shared aspirations. Without emotional safety and mutual influence, groups often feel temporary or disconnected.

From rugby coach Jake White fostering sports-team loyalty to religious groups gathering in shared devotion, this sense of belonging strengthens communal bonds. Emotional connections, like celebrating shared successes or facing difficulties together, cement lifelong attachments to groups.

When building any community, focus on these four building blocks to foster deep loyalty, collaboration, and connection.

Examples

• South Africa’s Springboks won the rugby World Cup after their coach promised unconditional membership.
• Instagram followers aren’t a community because they lack mutual influence.
• Religious gatherings share emotional and spiritual connections.

7. Behavioral psychology shapes better event designs

Understanding human behavior makes designing events smoother. People don’t always act logically, but you can anticipate "predictable irrationalities." For example, Walt Disney World placed boat rides before park entry to ease financial guilt from pricey tickets.

Events tailored with empathy toward attendees' subconscious needs naturally outperform stiff, less-considered formats. Relaxation "transition" times, inclusive vibes, and building trust reduce barriers and elevate moods, increasing success rates.

Design everything—from welcoming activities to seating arrangements—with people’s biases in mind to make connections effortless and enjoyable.

Examples

• Disney World used a boat ride to calm ticket buyers' guilt.
• Levy's house tours allowed attendees to settle before serious discussions.
• Dan Ariely’s research confirms people don’t act rationally in group settings.

8. Start the community you want from the end goal backward

Communities begin not with recruitment but with vision. Why does the group exist? How will people engage with it? Tina Roth-Eisenberg envisioned a setting where artists could connect easily, and every element of her CreativeMornings events flowed from these goals.

Skipping this step leaves growth lacking purpose or cohesion. By identifying the community's future and shaping behavior around its needs from the start, Roth-Eisenberg grew her initiative into a global phenomenon.

Every detail, such as free entry or accessible environments, stemmed from designing backwards, starting with the ideal end-state.

Examples

• CreativeMornings maintained free, monthly creative community events worldwide.
• A political rally built lasting collaboration by continuing with consistent follow-ups.
• Professional networks became stronger when clarity of purpose guided methods.

9. Powerful movements often start small

Building an impactful community starts with simple steps. Whether Weight Watchers meetings or local activist gatherings, growth often blossoms from a single event focused on a real desire—weight loss discussions, political causes, or creative connection.

Starting small helps refine what works while preventing overwhelm. As interest grows, events develop consistency, values, and contributions that scale reliability.

Every famous business or social campaign started from these initial building blocks.

Examples

• Weight Watchers began as one meeting in Jean Nidetech’s home.
• CreativeMornings expanded across 200+ cities after consistent events.
• Local protest organizers first rallied a few passionate attendees before sparking larger movements.

Takeaways

1. Host events designed for collaboration where attendees contribute to a shared goal, such as a group cooking activity or community project.
2. Prioritize vulnerability and trust by welcoming introductions and focusing on shared challenges.
3. Define your ideal community vision first, then build every engagement and outreach effort toward achieving that cohesive outcome.