Growth & Marketing

How do I solve the cold-start / chicken-and-egg problem for a network or community?

A starting point

Build the smallest 'atomic network' that can stand on its own, focus obsessively on the hard side of the network, and deliver a magic moment there before expanding. Networks are anti-viral until they hit critical density, so go narrow first. Win one city, campus, or niche completely, then copy-paste.

Go deeper

Hand-picked from around the web, each with a note on why it earns your time.

2 resources 1 link-checked

Read

📖 Book
✓ Link checked Paid Intermediate

Why we picked it The canonical book on making community a competitive advantage, from someone who trained community teams at Facebook, Airbnb, Salesforce and Google.

The Business of Belonging

From Wiley by David Spinks Book (~256 pages)

  • Community drives measurable value across product, marketing, support and retention.
  • Design rituals and spaces where members create value for each other.
  • Measure participation and returning members, not raw headcount.
Open amazon.com →
📖 Book
Paid Advanced

Why we picked it The definitive playbook for network and community-led products, drawn from Andrew Chen's a16z experience and interviews with Slack, Uber, Tinder, Airbnb and more.

The Cold Start Problem: How to Start and Scale Network Effects

From Harper Business by Andrew Chen Book (~368 pages)

  • Build the smallest self-sustaining 'atomic network' before trying to scale.
  • Focus on the hard side of the network and give it a magic moment.
  • Networks are anti-viral until they cross a density threshold, so start narrow.
Open coldstart.com →

People also ask

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