When marketers and entrepreneurs ask me for advice, I tell them it’s no longer enough to generate attention or close the next sale. If you want staying power, relevance, and real-world impact, you should spark a sense of belonging. Your role becomes the instigator of something bigger than a transaction or a viral moment.
I believe, more strongly than ever, that the antidote to online chaos is building fans of your business, your art, your idea, your movement, even fans of you and your personal passions.
I’ve learned from decades of studying fandom that building a tribe of like-minded people isn’t exclusive to music or entertainment. Some of the most inspiring examples of vibrant, enduring fan communities I’ve seen come from organizations you might never expect—companies selling software, insurance, hand-crafted surfboards, tea, dental office design, and everything in between.
Humans crave personal connections. Building ways to connect with others is a fabulous way to market an idea, a product, or an organization and that’s exactly what fandom is.
Whether you sell to businesses or individuals, offer services or products, operate locally or globally, the ingredients for fandom are the same. When you build connections, invite participation, and give people a sense of belonging, you transform buyers into advocates, and advocates into fans for years to come.
There’s an added benefit. When people are your fans, they’re loyal. They stick with you even if a lower-cost or flashier competitor emerges.
Image: Fans of The Heavy Heavy at Brighton Music Hall in Boston on December 10, 2025 by David Meerman Scott