Origins #75 - Business is about community

Start those conversations.

Origins #75 - Business is about community

In this series we are documenting the journey of building DULO, starting from Day 1. Every week we publish a new chapter that takes you behind the scenes of our process. With every article we want to provide value to you, the reader. We share the success and failures, the opportunities and the challenges that we face while executing our vision.

If you are new, check out our previous post.


In the past week, we've come to the realization that business is about community. In theory, that would be more than obvious, but as operators, we get sucked into the process of just putting stuff out there.

There are two aspects of this that I want to go over in this post and give you some insights on how we are starting to think about it.

There is someone out there

At the very beginning of our process of sharing and documenting what we are doing our audience was mainly friends and family. Funny enough, as we were finding out what we wanted to stand for and directing our communication more towards entrepreneurs and people interested in entrepreneurship, that initial audience of the organic close circle following faded, which makes sense because the topics discussed were no longer connecting with them as they were not our target audience.

So at some point, having that initial audience not following that closely (except of course friends and family just wanting to see what we are up to) we had a void of time which was a very interesting one.

For a couple of months, we knew that the content we are producing and distributing is only going to be consumed passively (by the close circle of friends/family) and we are actually going to be speaking to pretty much no one. We could also see this in the content stats with very low engagement rates in general.

The benefit of this period was that we proved to ourselves that we had the discipline to stick to the process and do the things that we had planned to do, even though clearly knowing that we ourselves are going be its main consumers. Which is a funny way to look at it, but it was true.

The negatives were that we didn't learn how to engage (mostly because there was no one to engage with) the audience on the various platforms which led to us kind of getting into the rhythm of just unidirectionally communicating for the sake of being consistent and disciplined.

However, before this gets any sadder, we are finally seeing some light at the end of the tunnel of isolation and there are some early signs of an actual organic audience starting to form.

We are super grateful and appreciative of the still small number of people that care about what we are doing, but the thing that we now need to learn is to engage those folks and actually have a conversation, asking them and listening to what type of content they would like and what aspect of our documentation would be most beneficial to them and they'd like to see.

We are going to start figuring out how to have many more of those conversations across the platforms (podcast, blog, vlog, Instagram, Facebook etc.) and focus on building an actual community around our vision.

A community is built through engagement

We've been speaking lately about how we've seen great results by engaging people on Instagram and that provides a great data point that if we want to build an audience we also need to be engaging with other people much more proactively, instead of just hoping that through our content being spread out across the internet, people are somehow going to find us...

To summarize

- Start with no expectations and stick to the process even if no one is listening. BUT, once you start getting some traction immediately turn your attention to the people who are giving you their time and proactively ask them how your content can be more valuable to them

- To build a community/audience you need to be loud, proactive and constantly engaging with other people outside your circle, that's how you create relationships, be valuable and start creating a group of people that are like-minded and might care about what you are doing.

- You can't build a community through unidirectional communication and by just posting content.

So, to kick this off, let us know in a comment if you have any questions or any ideas for topics that we can share that will be valuable to you! <3

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