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Crafting a Self-Sustaining Community Culture: The Power of Ritual, Purpose, and Shared Identity
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Crafting a Self-Sustaining Community Culture: The Power of Ritual, Purpose, and Shared Identity

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As community builders, we know the power of authentic 1:1 human connections. But how can a company scale these connections without hiring an army of community managers? Drawing on my experiences at …

As community builders, we know the power of authentic 1:1 human connections. But how can a company scale these connections without hiring an army of community managers? Drawing on my experiences at Lyft, I propose the power of rituals as a way to scale culture through meaningful 1:1 interactions. Talk delivered at CMX Summit, February 6, 2014.

Published in: Technology, Spiritual, Business

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  • 1. Crafting a ! Self-Sustaining Community Culture! ! The Power of Ritual, Purpose, and Shared Identity ! ! ! Emily Castor! Director of Community Relations, Lyft @emilycastor
  • 2. As community people, we’re passionate about 1:1 connections
  • 3. Authentic 1:1 personal connections are meaningful, emotional, and sticky.
  • 4. How do you scale this without hiring an army?
  • 5. I have a confession.
  • 6. I majored in Women’s Studies.
  • 7. I studied feminism and other social movements
  • 8. I never thought it would get me a job.
  • 9. Neither did my parents.
  • 10. I learned radical ideas about where identity comes from.
  • 11. Identity is something we perform
  • 12. Every day, through thousands of tiny actions, we create our identities.
  • 13. Identity is produced by rituals.
  • 14. We learn by watching others, then repeat what we see.
  • 15. Our rituals also shape our emotions. ! (Smile and try not to feel happy!)
  • 16. No puppet master is making it happen.
  • 17. Rituals scale culture organically.
  • 18. In P2P communities, culture matters a lot. It forms the user experience.
  • 19. How can we change how people feel about riding with strangers?
  • 20. How can we change how people feel about riding with strangers?
  • 21. How can we change how people feel about giving rides to strangers?
  • 22. Create a different ritual.
  • 23. Create a different identity.
  • 24. Create a different emotion.
  • 25. The mustache is a smile.
  • 26. Sit in the front seat.
  • 27. Fistbump. (Don’t flump!)
  • 28. Hang out.
  • 29. Be creative.
  • 30. Build a strong culture based on rituals your community can repeat.
  • 31. Powerful 1:1 interactions can happen without you.
  • 32. Let community leaders be the shamans.
  • 33. (They’ll come up with better stuff than you do!)
  • 34. But why should they care?
  • 35. You’re doing this because you want to change the world.
  • 36. Ask your community to join you in that mission.
  • 37. Give them a sense of purpose.
  • 38. Meaning. Impact. Recognition. More than material rewards.
  • 39. Remember: Identity and emotion stem from our rituals.
  • 40. Rituals people observe and repeat.
  • 41. Learn the Ritual Repeat it Identity & Emotion
  • 42. Teach rituals to build a meaningful shared identity
  • 43. An aspirational identity that lyfts people up to who they want to be
  • 44. Where do ! rituals start?!
  • 45. Where do rituals start?! Your product. Your CRM. Community platforms. Communications. Events.
  • 46. Connect your community to each other.
  • 47. They will perpetuate and enrich your culture through 1:1 interactions on their own.
  • 48. Let the magic happen.
  • 49. Crafting a ! Self-Sustaining Community Culture! ! The Power of Ritual, Purpose, and Shared Identity ! ! ! Emily Castor! Director of Community Relations, Lyft @emilycastor