Essay · About an 8 minute read

The 'Community Everywhere' Era Has Arrived: Don't Waste This Opportunity

Richard Millington · FeverBee Free Intermediate

Richard Millington has spent years advising organizations on community strategy, and his core argument here is the exact judgment call behind this question: meet people where they already spend time rather than trying to march them to a shiny new branded home. It reframes platform choice away from picking the best tool and toward serving existing habits, which is why WhatsApp so often beats a purpose-built platform for early-stage founders. Read it as a lens on the decision, not a rule.

• You cannot put up a storefront and expect your community to walk in; people already cluster in different places, so go to them instead of demanding they migrate.
• Audiences want to engage across several platforms for different reasons, not on one single destination you built.
• Start by asking your audience where they already spend time and what they use to learn, get support, and connect, then build from there.