🎯 Understanding community motivations and goals

Understanding what are the core drivers of your community members to help you design the community experiences.
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Pramod Rao
June 21, 2021

What goals do your people have and what behavior changes can help them achieve their goals? For example, Solo-preneurs want to achieve financial independence, and learning from others who've achieved financial independence, can help them get closer to their goal.

"1. Talk to your members 2. Form a community hypothesis 3. Test the hypothesis. Repeat, repeat, repeat…until it "clicks". - David Spinks

Here's a framework to think about this: Motivations lead to Goals lead to Actions

Motivations: these can't be measured always but are core drivers behind what an individual wants to achieve in their lives. Examples:

  • Become financially independent or "Be my own boss"
  • Develop healthier eating habits

Goals: these are tangible outcomes that your members are striving to achieve in their professional and/or personal lives. Some examples below:

  • Find a better remote job opportunity that's challenging and pays a higher salary
  • Lose 10 lbs or kgs in the next 6 months

Actions: the tasks an individual performs to achieve their goals i.e. "Jobs to be done".

Why is it important to have a good understanding of your member's aspirations and goals?

  • Helps you customize the community experience to help members be accountable to and help each other
  • Connect members to the right members or mentors
  • Depending on the patterns that emerge, it can help you design the community space and rituals to cater to the community's needs
  • Helps you track outcomes for each member and can act as a feedback loop

🛠 Resources:

Goal-based design - Users goals vs. tasks and why understanding this dichotomy is key for successful product (or community) design.

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