Oct 19, 2024
Read Time: 4 min
The Who
What inspired you to become a community practitioner? Was there a specific event or individual that motivated you?
Growing up, home wasn’t a place where I felt I belonged. My relationship with my family was rocky—we just didn’t understand each other. It often felt like we were speaking different languages, unable to truly connect. Because of this, I spent less time at home and instead sought out spaces where I could feel safe, seen, and connected.I immersed myself in different communities—playing in a rock band, dancing with a hip-hop group, attending a musical school, and exploring various interests like horse riding, swimming, and singing. I worked as a cashier and a waitress, spent time with skaters, geeks, and the cool kids. On Sundays, I attended the community church founded by my grandparents, yet I also found comfort in clubs, bars, and cafés.
These experiences made me deeply aware of the existence of many different groups, each with its own rhythm, rules, and ways of seeing the world. I loved navigating these spaces, bridging them from time to time, and bringing people together. Organizing gatherings, themed parties, and community events became second nature. Looking back, being a community practitioner wasn’t something I set out to become—it was something I naturally became. Creating spaces for a sense of belonging started as something I did for myself, and over time, I realized that many others long for the same—places where they can feel valued and connected. What began as my own search for belonging has evolved into a broader belief: that we all have the capacity to create change, to heal what feels broken, and to care for what connects us. My grandparents used faith and community to build purpose and unity. I’ve found my path through regeneration, imagination, and the understanding that our lives are deeply intertwined—with each other and with the earth. My work is about reminding people of this connection and the potential we unlock when we recognize it.
The Why
What role do communities play in the future of your business—be it from a brand, talent, innovation, or sustainability lens?
Communities aren’t just important for the future of business—they are the business. Too often, businesses treat communities as something external rather than the foundation of it all. But communities are where everything starts. If a business isn’t serving a real social, economic, or environmental need, then what’s its purpose? Flipping the question around, I see businesses as having a huge role in breathing life into communities—not just human communities but the larger ecosystem of the planet. When businesses focus on meeting these interconnected needs, they become something more than just companies; they become regenerative forces that help the whole system thrive. Communities and ecosystems aren’t just stakeholders or beneficiaries—they are the reason a business exists. If a business isn’t grounded in serving its community, it’s missing the point. Addressing real needs and fostering genuine relationships creates resilience and vitality—not just for the community but for the business itself. It’s about cultivating ecosystems where all parts are interdependent, ensuring that growth supports a thriving whole rather than depleting its resources.
The What
Can you share a success story where community cultivation efforts, be it inside your organization or across the ecosystem, have led to meaningful impact? If you did, how did you measure this success?
One of the most powerful experiences I’ve had in community building happened in March 2020. A colleague called me and said, “Did you see what happened in Estonia last weekend?” The country had just gone into lockdown, and within five days, a group of people and organizations had launched “Hack the Crisis,” an online hackathon that united 1,000 participants with government support to develop solutions for the challenges caused by COVID-19. Inspired by this, we reached out to the Estonian team and, with a group of volunteers, created an open-source guide to replicate the initiative. A week later, we launched “Hack the Crisis Austria,” bringing together 750 people who developed over 50 concrete solutions in healthcare, education, and public infrastructure. What began as one national effort turned into a movement.
By late March, the European Commission approved an initiative to take these hackathons to an EU-wide level. A month later, EUvsVirus was born, uniting over 23,000 people across 27 countries and 23 languages to work on solving shared challenges. Never before had I seen differences fade so effortlessly into the background. The movement was a reminder of what’s possible when people come together with a shared sense of urgency and purpose. The impact of this initiative wasn’t just in the solutions developed—it was in the trust that was built, the connections that crossed boundaries, and the deep sense of belonging that emerged.
What strategies have you found effective in fostering a culture of collaboration and trust, the key ingredients for communities? How do you maintain and nurture this culture over time?
During EUvsVirus, our data system broke down, leaving us unable to connect 3,500 startup teams with 2,600 mentors as planned. Running on no sleep, we had no clear solution. In that moment, we decided to be transparent with the community, explain the situation, and give mentors and teams direct access to each other’s profiles. The result? People took ownership, sub-communities formed, and new collaborations emerged organically. That moment taught me that leadership isn’t about having control over an outcome—it’s about creating the conditions for people to step up, connect, and thrive. True leadership isn’t about being at the center—it’s about building something strong enough that it doesn’t need you to hold it together.
The How
How do you manage to keep your community vibrant and engaged? What activities or strategies do you find most effective in maintaining enthusiasm?
Is a community supposed to always stay vibrant and engaged? I don’t think so. Like any natural system, communities go through cycles of growth, rest, and renewal. True vibrancy comes not from forcing constant engagement but from allowing space for reflection and change. Sometimes, outdated processes need to be let go for something new to emerge. The key is to embrace these transitions rather than resist them. To keep a community alive, I focus on evolving with it rather than controlling it. This means staying attuned to people’s needs, listening, and adapting to shifting conditions. When members see how their contributions create real impact, the energy and engagement follow naturally.
The Next
What role do you see technology playing in the future of community cultivation? Are there any emerging tools or platforms you are particularly excited about?
Technology has the potential to enhance community-building, particularly in areas like transparency, governance, and accessibility. Blockchain, for example, can support decentralized decision-making, while AI-driven tools can help identify emerging community needs. However, we must be mindful of the risks—over-reliance on technology can create disconnection and isolation. The challenge is to use technology to enhance human relationships rather than replace them. I admire initiatives like the Offline Club, which encourages people to step away from screens and engage in real-world community-building.
What advice would you give to other leaders looking to adopt a community-powered lens in their organizations? What common pitfalls should they avoid?
Start by listening deeply. Too often, organizations design community strategies without first understanding the needs of the people they aim to serve. Instead of imposing solutions, co-create them with your members. Avoid the trap of focusing on vanity metrics—large membership numbers mean little without real engagement. Authenticity, trust, and shared purpose are far more valuable indicators of success. Above all, remember that communities are living systems, not static structures. The most resilient communities are those that evolve, adapt, and empower their members to shape their own future.