Everyone Is Building a Community, Yet Almost Nobody Has One
Founder Op-Ed || My perspective on what community actually means, why most brands are getting it wrong, and what it looks like when it is done right
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xx, Carlota
The Conversation Underneath the Conversation
I have been in a lot of rooms lately where the word community and human connection comes up. Board meetings, strategy sessions, brand reviews. Everyone says it. Almost nobody means the same thing by it. And very few of the brands using it most confidently have actually built one.
This piece is my honest attempt to say what I actually think about community, what it is, what it is not, and why getting it right has become one of the most important things a luxury brand can do right now. I am writing it as a founder who has spent years building one, making mistakes in it, learning from it, and watching the industry around me confuse the performance of community with the real thing.
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