Foreword ix Preface: Two CEOs Growing Up Lonely xi Acknowledgments xv Part I Community Is the Future of Your Business 1 Chapter 1 An Introduction to the World of Communities 3 Creating a Sense of Belonging Chapter 2 Communities as a Business Growth Strategy 9 The Only Sustainable Long-Term Differentiator Companies Have Chapter 3 How the Next Generation of Communities Drives Success 29 The New Company-Wide Strategy to Drive Net Revenue Retention Chapter 4 A Community for Customer Success, Support, Marketing, and Product Teams 41 How Every Department Can Benefit from a Next-Generation Community Part II The 10 Laws of Community Building 55 Chapter 5 Law 1: You Can Start Anytime 57 It Doesn't Have to Be Expensive and Everyone in Your Organization Can Help Chapter 6 Law 2: You Have to Own the Platform 65 Engage Your Customers Beyond Borrowed Ground Chapter 7 Law 3: Community Should Be the Heart of the Customer Journey 75 Activate and Engage Your Customers at Scale Chapter 8 Law 4: Create Content That Educates and Inspires 95 Be the Best Thought Leader You Can Be Chapter 9 Law 5: Build on Your Advocates 109 Your Most Loyal Customers Are the Gateway to Success Chapter 10 Law 6: Everybody Owns the Customer 121 Community Is a Company-Wide Strategy, Not a Department Chapter 11 Law 7: Offline Counts More Than You Think 139 An Online Community Is Strengthened with Offline Events Chapter 12 Law 8: Tie It All Together in One Customer Hub 153 Prevent a Disjointed Customer Experience by Integrating Engagement and Content Chapter 13 Law 9: Community Should Drive Real Business Outcomes 171 Don't Get Fooled by Vanity Metrics--Demand Real Business Metrics Chapter 14 Law 10: Bring Your Culture and Values to Your Community 183 Build with a Human-First Mindset Part III How to Get Started 195 Chapter 15 Building Blocks to Successfully Starting a Community 197 Putting Together a Strong Strategy in Five Steps Chapter 16 Common Objections and How to Overcome Them 209 Answers to Nine Common Objections Epilogue 217 References 219 Index 225.