Why Community Matters Right Now?

0:00This is the future. And as more and more people try to just work harder and faster to build more and more content, the smart creators are creating communities built on this rapidly evolving software that is getting better and better at connecting people to each other such that the experiences are so great that people are bringing more people in without you having to do any work. So I think about this as content alone will kill a creator's business.

0:45Hey, I'm Gina Bianchini, and this is People Magic, where I am talking you through exactly what it takes to create a$1 million community and why it is so much easier than most people think. So with that, let's dive in. Hi, Gina. I'm hearing about community more and more and how they are going to be more popular than newsletters or courses. Why community? Why now? Where do you see communities are going from here? I just have to say up front, this is not a planted question. But I'm really glad that you asked. And we are starting to see more and more thought leaders and gurus and people talking about community.

1:28And it is because they are realizing something that I have sought to shout from the rooftops, apparently not as loudly as I could have, about why when you have a choice between building a content business and a community or network business, you always, always want to choose a network business. In a content business, you are producing content. It's on your shoulders and you are pushing it out. There have been, you know, fantastic stories of people with lots and lots of followers making a really healthy living. They are called creators. And certainly this is true also for people who have newsletters where they are running advertising or courses where people are paying them for that course.

2:25typically one-time fee for that course. And content has been king and queen and prince and princess over the last 15 years. Now, what's interesting about that model is that while it feels really tangible, you can just like create an account and like start talking into your phone and the algorithm will help you find people to follow you. And if enough people follow you and you get it right, then you can start having revenue shares for brand advertising. You can have additional advertisers and then start building other businesses. And maybe those other businesses are a course or a membership or a community.

3:13The thing that a lot of people don't talk about is for every creator who has built a successful content business, Meta, Facebook, Instagram, or X, formerly known as Twitter, or Twitch, or TikTok, or anything else that has been those underlying platforms, they have made a million times the revenue that a content creator on their platform has made they have a network so they have been able to attract people to their platforms and then connect those people and that's the whole point is that they have an algorithm that's connecting people to content produced by other people. Those networks all started as a handful of people.

4:14And I know this because I was there when all this first wave of social networks were getting started. So I've always looked at and seen that the power of a network is more more valuable to have than the power of an audience. What we're now starting to see is more and more people realize, more and more creators realize, wait a second, there's like 0.001 % of people who are making a tremendous amount of money with content. Additionally, they are starting to see that all of that content that they put out into the world has been sucked into AI models, large language models or LLMs. And now people can just access their content and create new content through platforms like ChatGPT or Cloud from Anthropic or Llama from Meta.

5:15This really points to a future where people are just inundated with content and that the content quality is going to go further and further down, which means, good news, you can still stand out with content, but you're going to stand out with content by being more and more human. The value of that is going away because it is infinitely producible and accessible by LLMs, by ChatGPT. People pay attention to what they pay for. People pay for novelty. And people increasingly are going to pay for access to and spaces that are fully human, that are about people meeting and building relationships with each other.

6:03So in this world, human beings are becoming more and more valuable. As more people spend time with synthetic people chat that feels human but isn't quite, the ability to be in a virtual space and then in real life with other human beings is only getting more and more valuable, especially people that are on the same path. Because with every new person who joins that community of people who are on the same path, new stories and things that they've tried or things that they have done that could be incredibly valuable to you who is on that same path, that is only possible when human beings come together with human beings.

6:51Now, you might say to yourself, but Gina, that's what I'm doing with my content. It's authentic. I'm telling stories. I'm bringing people into my home. Sure. But that still is you talking out at them and them just consuming more and more. The novelty and the way that the software is evolving, and this I think is a really important point, the reason that communities are going to become increasingly valuable to people in their lives is because folks like me and my team are building more sophisticated software that's taking advantage of AI instead of producing a lot of, you know, mediocre content.

7:31what we are actually doing is creating and orchestrating amazing relationships between your members that you're bringing together to the point where they are bringing more and more people in, which also means that you could imagine bringing 10 people together who all want to become, I don't know, teachers or bringing people together who want to become florists or grow their flower shop business. Being able to lean into software that is making those connections with the most relevant people who are near each other and like each other that could actually go into business together and find each other in this community of people aspiring to build flower shops and build really successful flower shops all over the world.

8:17This is the future. And as more and more people try to just work harder and faster to build more and more content. The smart creators are creating communities built on this rapidly evolving software that is getting better and better at connecting people to each other such that the experiences are so great that people are bringing more people in without you having to do any work. So I think about this as content alone will kill a creator's business. So just as a reminder, people will use the term community in all sorts of interesting, but also potentially annoying ways like your HR team. Oh, the community this or the community this or we're building community or on Instagram, people are like my community and like nobody knows each other.

9:13You might actually know some of them and you certainly feel connected to them as a creator when you're like, I'm putting stuff out there. I'm getting DMs like this is my community. But the kind of community that I am talking about is at its essence, a network. And it is a network where people are building real relationships with each other in pursuit of results and transformation that they cannot get on their own, navigating transitions that the reality is life is meant to be a series of transitions that we go through with other people who are on the same path. That is where value comes from, which is why these communities, why these networks are so valuable so that they can become million-dollar-plus businesses.

10:06because people are hungry for these connections. So don't get distracted by community-meaning audiences. Ask yourself the question, am I able or am I in a place where somebody else has hosted a community that is a place where I'm actually meeting people and I'm actually learning from their stories, their experiences, their ideas? That is the kind of community that is going to become more and more valuable, easier and easier to build. And I can speak for me and my team, we are madly building software to make that a dynamic, a network that can come together, identify the most interesting and relevant people to each other, help create and facilitate amazing relationships, and ultimately apply your ideas in their lives and hopefully make some friends along the way.

11:05So that is the power of community. And this is People Magic. Thank you for tuning in and I'll see you in the next episode. Woo!

11:19Thank you for being a part of People Magic. I could not do this show without you. If you want a deeper dive on any of these topics, how to build a community, run a membership, choose your pricing, I have a nine part free People Magic Masterclass on our website and the link is in the show notes. This is something that I'm so grateful to have the opportunity to share with you. So hopefully you'll find it valuable. And I can't do this show without some burning questions. So everything that I tackle is something someone just like you has offered their idea or offered their question. We take it and turn it into a show.

11:59So in the show notes, there is the link to leave me a voice memo, and I hope you'll take advantage of it.