Alan Weiss has built global and local communities of clients, prospects, and stakeholders over the last three decades and, in so doing, has taught others how to create their own.

These communities provide business growth through evangelism and the value of connection in what has become an increasingly lonely and isolating world. (Social media do not create intimacy but rather mistrust.) Thus, marketing and business growth accelerate with little or no cost of acquisition. Weiss cites both the social proof of a variety of communities in all sectors as well as the literature created by social scientists and marketing experts. Such communities are “live,” and remote, and combinations of both. And while these communities make the best use of modern technology, Weiss examines the historical and ancient roots of communities and how they exponentially created far greater growth than the statistics would otherwise justify. The irony is that most organizations (and entrepreneurs) have the raw materials to build dynamic communities but don’t understand how to create and sustain them.

This book remedies that. The author notes that a huge number of people remain isolated and lonely post-pandemic because that event has significantly altered the way in which we work and relate (or don’t relate). Communities embrace people (and find out the profound difference the author emphasizes between “tribes” and communities) and create value in connection, attributed to the community founder and leader. Viral marketing ensues at a tremendous rate, effectively continuing 24/7/365. This book, from one of the most recognized, highly regarded, frequently published consultants in the world, enables the reader to use a dozen carefully detailed, pragmatic steps to organize, publicize, and create instant value to gain critical mass for community growth and perpetuation, and he includes his seminal approach to “The chain reaction of attraction”®.