We cannot create rigid, homogeneous spaces where everyone believes the same thing. That's not a community; that's a cult. But we do have to put a stake in the ground: For which issues do we need to raise our voice and take a stand?

When we build communities around products, we dream of creating something larger than a product or even larger than a brand name. We want to create deeper meaning in people’s lives. There are many ways to start building meaning around your product, but there is really no more effective way than empowering individual brand ambassadors to run with your vision and to better their own lives as a result. But if you’ve never done it before, how do you begin?