Community-driven brand building is commonly heralded as best practice for 21st century companies. Growth at various unicorn marketplaces and creator platforms has been exponentially accelerated by the network effect of community participation and mutual value creation. Airbnb’s blockbuster $100bn IPO confirmed the potential rewards for ‘community-first’ companies, with Brian Chesky leading from the top as self-styled head of community — reinforced by Joe Zadeh’s appointment as chief stakeholder officer and a transparent set of goals and metrics.
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