How To Build A Community in Your Business

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Communities form in many ways, more commonly through a social setting or a group of people who are coming together with a shared goal or vision. The power of a community can be highly productive and when you think about it, all good things come out of a community… so why can’t communities be built in businesses?

When I first started my research within communities in business, I was looking at the role of the community and how it can power innovation and productivity. The idea of building something which can become so powerful, it would help the organisation to develop greater results was always a going to be a key criterion to my work. I defined this through my community circle model which highlights how a successful community is strongly developed through four foundation blocks of social capital, creative thinking, motivation and a sharing economy. It was later on, whilst looking at building a community of users within my online business that I focused on the fifth foundation of ownership.

When you examine each section of the community circle, they are stand out as a single block yet all work together to support each function.

Social Capital

This is when social networks have meaning, a true community leader is someone who can help people to connect and build up a culture which supports project work and people working outside of their silos and creating higher engagement.

Creative Thinking

This foundation block can trigger greater social capital and some from teams working together to solve a problem. Creative thinking should form how you want to define your community and be the foundation of the change management process. In fact, the whole culture should be involved with the changes through creative thinking processes.


People need to have a purpose, understanding their motivation is going to be key and why they are wanting to develop as an individual or a group. Daniel Pink was fundamental in my research to which he states that people are driven by their autonomy, mastery and purpose. When you analyse this, people want to be good at something and they want to have a purpose, the same way a community in a social setting works; It’s now time to drive this philosophy into the workplace.

Sharing Economy

So this word is thrown around a lot in modern day life, however, the sharing economy in the community leads to the sharing of skills and knowledge. You could say that if you have high sharing economy then this leads into greater social capital, you can see why these four foundation blocks of community building play a key role in the development of the organisation’s culture and the sharing economy needs to work to drive more ideas and innovation.


Now I’m building communities of active users, ownership plays a key role in the model. A consumer will take active pride when they feel that they own something; this is often achieved through crowdfunding and giving away equity. Equally, if the community in the business feel they own something, they will take a more active lead. I’m not talking about giving away shares but through the development of values and the mission. You can’t expect the management to run a community culture and people to stick to it, this will become nothing more than a poster which is stuck on the wall with no one paying attention. The community members need to actively build and develop it from the start.

And the rest? 

The foundation blocks are key to developing the right community. However, you need to have the right leadership. Remember that when you are developing this project, the leader needs to take an active role to make sure the four elements are all working. After a while, the leader should be taking that step back and watching the seeds grow but still be involved when needed as the role will be to ensure that all the different blocks are still working; when one stops, the community can fall and the high investment of time will be pointless. The right leadership skills will come from someone who is perceptive and is able to show strategic thinking and emotional intelligence. I always say a key role in developing a community in the workplace is through transcultural leadership, this type of leader will have the ability to view different perspectives and develop people’s mindsets by understanding the power of multiculturalism.

Soft skills such as transcultural leadership and emotional intelligence to connecting people and strategic thinking are key skills which are going to forge the community circle together. Not only are they fine ways of making the community work, but also key skills which are needed more than ever in the future of work.

You can order my book on this subject on Amazon Here


Creative Leadership and Community Building


This blog is audio, check out the 30-minute recording which covers many key areas including:



Community Building 

Listen here:

My visit to Kibbutz Afikim, how a community powers innovation through a social ethos.

A community can be defined as a group of people who are all working together with one goal in mind and a shared way of thinking. It’s powerful when you can get a group of people together to form high social capital which allows the formation of new ideas which do good to society. Afterall, when you think of a community, good things always come out of it and who doesn’t want that feeling of belonging in their own life.

robert kibbutz

I have several experiences of being part of healthy community life; this comes from my adventures of living and working overseas to being apart of the first co-living experience in London and the coworking scene. All of these insights have driven me to write a book on how a community can help to power business with high innovation and productivity, within the research for this title and within my own business, I have been spending time within the Israeli tech startup community. In itself, this start-up city is a prime example of strong community focus, something which has been embedded in local society and stems from the foundations of the Kibbutzim movement.

For those of you who are new to this word, a Kibbutz is a collection of active social communities which are based in Israel, with many starting life off in the 1920’s to 1930’s they helped to create the foundation blocks of Israel. Kibbutz in translation means a collective, a group of people with shared values and vision. This way of living drove my curiosity forward to learn more, which is why I spent time discovering this unique way of life at Kibbutz Afikim. This is a site which is located in northern Israel with the mountainous peaks of Golan Heights and the valley surrounding Galilee in the distance and the border of Jordan only a short walk away.

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From entering the site, you can sense the community vibe. From walking into the dining room, we were introduced to a kibbutznik who chatted to us and explained a little more about what was going on. I travelled up to this site with a German friend as we were visiting her family at Afikim. It was only later on when I was asking questions on what makes a Kibbutz a Kibbutz? I found out that one of the key answers to this was the dining room. A social hub of the community where people come to eat, drink and chat and without this function, the kibbutz and its social meaning would disappear. A walk around Afikim amazed me, here I was in northern Israel but surrounded by the most beautiful plants and grounds, we were walking past the floral decor which entices your senses of smell while being engaged with this heavenly garden backdrop. Afikim, like with many Kibbutz started life off around agriculture. On this visit, we had a drive around the farmland of bananas, olives, avocado, and dates. The agricultural side to the Kibbutz was a traditional money earner for the community. However, most sites branched off into different directions from this. Afikim now has a successful dairy business (Afimilk) alongside mobility. It was the innovation of community life which enticed me to see a Kibbutz. I have a real passion to understand more about how a collective of people thinking together can create something special, and this Kibbutz site certainly didn’t let me down.

Not long after the land was bought to build this site in 1932, innovation was already starting to happen. A majority of the founding Kibbutzniks at Afikim came from Russia, and when setting up the community, they developed a successful Aqueduct system between Afikim and the adjacent Kibbutz locations to ensure water was piped into the social project. Not long after this, the Kibbutzniks were building and selling boxes to hold fruit and vegetables which were then adapted and supplied to the British Army during the 1940’s. After the war the transcultural community was growing and the Kibbutz (like with many at the time had increased in population and nationality). This made it an interesting social project with high ambition, and ideas came about which helped the Kibbutz to develop industry more. Paper and materials for furniture made from various plants including Ecapytus allowed the Kibbutz a new source of income. Although they didn’t have the right plants to grow initially, they brought them over from southern Africa; an idea from a French man and a French company to take them to the Kibbutz. Like with any business model, they hit a block with this idea; the kibbutzniks didn’t have the glue to stick the product together; however, this was nothing that a collective group of minds could not solve and the solution was right in front of them (literally). In the form of cows, they used the milk and dried it to create a glue and industry was booming.

The investment came from this and was put back into the community which allowed them to buy bigger machines, and through entrepreneurial mindsets, the remaining sectors of Afikim which are still running today formed. This includes Afiscooters, an idea which came from a Kibbutznik on this site to help his elderly mother travel around this vast space of land. Not only does Afimilk produce milk but they invented the milking machine which checks the amount and quality of the milk which is now sold globally. From chatting to a family of Kibbutzniks, you could see how proud they were of this sites technical background which has come from the ideas of residents. The ethos of Kibbutz life is to share, and if someone has a genius idea for the community, it is the whole community which will benefit from it. The success of these business ideas and a strong social bond on site are essential to the success of a Kibbutz and helped Afikim turnover 300m NIS last year!

Even though the Kibbutz is making good money and Kibbutznik numbers on the rise, it has not always been plain sailing in Kibbutz life. The 1980’s saw rocky waves in many Kibbutz sites in Israel as money from Kibbutz businesses were invested into outside projects, and that went with the global financial crisis. To top this, numbers were small and it was seen that this idyllic lifestyle was no longer fashionable. It was clear that the Kibbutz sites had to change ways! When they were originally developed, everything was shared. Even your clothes; what you put in the launderette would not be what you got out, and even your Childs name was decided as a community. This is no longer the modern way of kibbutz life, even the properties in Afikim were handed to the Kibbutzniks now rather than being kibbutz owned. And with all the stresses of modern life and loneliness, you can see why Kibbutz sites as with any co-living option are proving popular; Israel is already having inner city Kibbutz’s growing and another outer city kibbutz also turning into a business incubator.

Kibbutzniks have a good life with a great education system. Afikim has an onsite college with 2000 residents and a college to keep the elderly minds working with 800 students. Kibbutzniks also benefit from free medical care, high pensions alongside arts and cultural events which are all paid for out of the profit pot from the industry, and all this for a small membership fee. Although this is a modern life of a Kibbutz, it hasn’t changed from some fundamental social values that started these communities. However, some ethos changed to those back in 1932. The key starting theories of Kibbutz life back in the day were about the image of the new Jew, kibbutzniks wanted a more masculine image, and it was seen more about the new “Ivrit” or Hebrew rather than Jew as they wanted to distance themselves from the religion. Key foundation blocks of the community were also about being with nature and creating a democracy; this still exists today with an elected leader in the Kibbutz being in power for two years with some small sets of rules which Kibbutzniks need to follow to embrace community life.


kibbutz events
Events board for the community


It is important to understand that a Kibbutznik needs to contribute to the community in any way, many skills sharing and co-learning experiences happen within these sites, this is something which I believe is a crucial foundation to any community as it helps to develop and build up high trust and transparency. However, a life balance of community and privacy is needed and this is demonstrated as modern day Kibbutz homes now have a private kitchen alongside the sharing of the dining room hub.

When I visited this site, Afikim is celebrated its 93rd year of existence, something which is remarkable and shows you what can happen when you put a group of people together with a shared interest in wanting to create something. This could be a social or business related background, but it is amazing to see this site all these years later as a community which is a town, fully functional and self-sufficient in many ways.

So what about the future of the Kibbutz? From speaking to Kibbutzniks the future looks good with people wanting to belong to something, and many old members are now moving back into the sites with families for security, better quality of life, education and healthcare which are provided from the entrepreneurial wing. Some original kibbutz sites have changed direction, and are more of a town without the essential community functions such as the dining room. Locations such as Afikim have stayed as a Kibbutz but have adapted and are also helping to grow smaller private business within site, have a drive around Afkim and you will see carpentry workshops to retail shops. One thing is clear; people have chosen to come here as they want a social belonging whether they work inside or outside the site.

Three tips to think about before you start a business plan

Many people have ideas and thoughts on creating a business, but only a small percentage of those people go and turn their dreams into a reality. It’s those people that dare to be different, to disrupt the norm and change the world.

One of my favourite business quotes was expressed by Steve Jobs, “The people who are crazy enough to change the world, are the ones who do!” I enjoy this motivational message so much that I have added it to the back of my business card when people flip it over to read the extract they always smile. The road to building a startup has many twists and turns which are all exciting and if you believe that you can change the world in some way you won’t be put off by all the obstacles which fall in your path.

The first part of a building a business is to make sure that there is demand for your product or service together with researching what is already in the market and similar to what you are offering. This forms a large part of the market research piece within your business plan and an essential area for you to focus on before you go any further; it is better to scrap a plan or an idea earlier before costs start to spiral. I have laid out some fundamental tips for you to consider when reviewing what your business is going to be and the development of the plan of activities for the business.

Tip 1 – Competitive Analysis

I found that by splitting an A4 piece of paper into five sections containing the headings: the objective of the business, strengths, weaknesses, resources and what could be done differently helped me to review the competition. Once I had then gathered the information, I laid the documents out across the floor and analysed how my business could evolve on what is already in the market.

Tip 2 – Take time on the thought process of your business before you do the plan.

You can’t just write what your business is going to do as you write the plan, this takes time. You already had an idea and motivation before you analysed your competitors but now you need to think about other factors including service and price alongside how you will stand out. I found myself drawing thought bubbles and had notes everywhere for a few months before I then went on to create the business model.

Tip 3 – Seek advice, get a mentor
A mentor is an experienced person in the field that you need expertise in. The worst thing that you can do is to keep your business a secret in the fear that someone else is going to steal your idea. There are ample services out there which can support you. Virgin Startups connect you to a business centre for advice and business loans, another excellent service is through the government start-up loan scheme if you are based in the UK. Both services support you in building a strong business plan and help you with funds that you will need to help get your business off the ground. You may also want to propose to an experienced entrepreneur that they become a mentor, I feel this is an excellent way to move forward as they can give you valuable insight into different activities. This is something I have recently been doing with a small boutique sports fashion brand, and I feel that we have both learnt from each other through bi monthly meetings which have taken place.