Let’s talk about community. Yep, that buzzword that seems to be everywhere right now — but hear me out, it’s buzzing for a reason.

I recently attended a conference where the CMO of LEGO spoke, and what they said really stuck with me. For them, community isn’t just a nice-to-have. It’s core to how they operate. They use their community to test products before they hit the market, gather real-time customer feedback, spot issues early, and constantly refine what they do. Pretty clever, right?

Back in the day, “networking” was how we connected professionally — name badges, awkward small talk, lukewarm coffee. But we’ve evolved. Welcome to Networking 2.0: communities that exist everywhere, all the time. Thanks to tools like Slack, WhatsApp, and even custom-built platforms, you can now connect with people across the globe — instantly, informally, and often more meaningfully than ever before.

Think about it — the rise of running clubs, real-life dating communities, niche online forums — we’re all finding our people in different ways. I’m part of loads of communities myself. Some I meet up with IRL over coffee or cocktails, others I chat to from behind a keyboard. And this is exactly what inspired me to launch The Growth Club — a space for marketers and CMOs, especially those at challenger brands or early-stage startups, to connect, share, and support each other.

It’s both online and offline — we host events, share resources, and yes, we even have a WhatsApp group. It’s not about selling. It’s about learning with each other, not just from each other. And sure, sometimes business opportunities come from it — but only because trust was built first.

I’ve made friends in these communities who I’d never have met otherwise — people from totally different walks of life. I’ve even been invited to their weddings! All because I said, “Yeah, count me in.”

But beyond weddings and the occasional paddle match, what are the real benefits of being part of a community?

Let’s break it down:

• Knowledge-sharing
  
  

• Emotional support
  
  

• Problem-solving
  
  

• Skill-building
  
  

• Fresh inspiration
  
  

• Real innovation
  
  
  

A study even showed that 80% of people say communities help improve their skill development. That’s a big number — and the real-life examples speak volumes.

Let’s say you're a marketing manager considering sponsoring an event. The event rep says it’s going to be amazing (obviously), but you want an unbiased view. In your community, someone who attended last year gives you the real lowdown — no fluff, just facts.

Or imagine you're a startup founder who’s just closed a funding round. Budget allocation is giving you a headache. Luckily, your founders' community includes people who’ve already been through it — and are happy to share what worked (and what didn’t).

Or maybe you're just looking for a relationship. That running club that meets every Saturday morning? Might just lead to more than just endorphins.

Being part of a community gives you a safety net. Yes, you’ll still make mistakes — but you’ll make fewer of them, and bounce back faster. It’s about learning, growing, and lifting each other up.

Now, I know what you might be thinking:
“Won’t people think I’m failing if I ask for help?”

Totally normal feeling. We’ve all been there. Remember your first week on the job? Everyone said, “There are no stupid questions!” and “Just ask if you’re unsure!” And yet, you probably spent hours Googling things instead of speaking up. Why? Because you didn’t want to look clueless.

But here’s the thing: when someone else is new and asks a question, what’s your reaction? You probably respect them more for wanting to learn. So we need to take our own advice. Nobody — and I mean nobody — gets to the top alone. The most successful people always talk about the mentors, peers, and communities that helped them along the way.

So if that little voice tells you, “Don’t ask — you’ll look silly,” tell it to shush. Because asking is how you grow.

So, how can being in a community help you or your business grow?

For businesses, communities are a goldmine. They open doors to partnerships, spark fresh ideas, offer real-time feedback, and help navigate tricky challenges. You get to tap into diverse perspectives and fast-track your innovation.

For professionals, it’s a game-changer. You gain mentorship, new skills, insider knowledge, job opportunities — all through connection. By contributing and asking questions, you start to build your voice and presence in your industry. You become a thought leader. And you gain the confidence that comes with knowing you’re not doing it all alone.

To wrap up…

Community isn’t just a “nice idea” — it’s essential. If you’ve been putting it off, now’s the time to get involved. Join that WhatsApp group. Go to that breakfast event. Create your own thing if nothing feels right.

And if you’re in a leadership position, encourage your team to find their people too. Research shows that when employees feel part of a community at work, they’re 58% more likely to thrive. That’s not a stat you want to ignore.

So go ahead — lean into the collective. You might just find that the success you’re chasing is closer than you think — and it’s walking right beside you.

Oliver Bruce, CEO + Founder, PinPoint Media