Community is the most durable competitive advantage (also known as “moat”) in an era when AI makes products increasingly easy to copy, Roald van Buuren, co-founder of ELO, argues in his DLD Sports talk.
“Anyone can create some graphics very easily and quickly write a marketing strategy”, van Buuren says. “The only thing that is not replicable is your community. So build that community early, get your people to speak about what you’re building, and you’ll have a long-lasting moat that lasts a lifetime.”
Successful communities rely on four core pillars, he explains: purpose, a sense of belonging, active participation through co-creation, and a supportive structure. Users need a reason to engage, shared identities and inside jokes, opportunities to co-create, and a company culture and strategy that support community. Brands entering gaming or sport must contribute rather than simply extract value.
Even online critics can become loyal advocates, van Buuren says: “Don’t hate your trolls, try and bring them in as your advocates.”
Watch the video to explore this inspiring talk in detail.
