The Value of Communities

Most people have an innate need to connect with others, to enjoy the company of like individuals or those with similar interests. Whether that involves being part of a neighborhood kickball team or joining an elite country club, each assembly provides a certain level of gratification for it members. The value of each group we belong to can vary significantly, but each has to provide some positive effect to keep its constituents coming back.


Personal relationships are important for individual growth and development, but business connections can make the difference between professional success and failure. The greater your aspirations in your job or entrepreneurial endeavors, the more help you’ll need to get there. While the old adage, “it’s not what you know, but who you know” undersells the value of skills and knowledge, it does ring true in the business community. A network of prospective clients, peers and industry professionals is imperative to be successful.


The Power of a Peer Community

In some industries, membership in a trade association is a condition of employment, or at least strongly encouraged. In addition to the vocational commitment it demonstrates, employers understand the educational and professional value these organizations’ offer their workers. While IT industry association membership is usually optional, the participation level in these groups’ activities and events is traditionally high. Many attribute that sense of community to the dominance of Type-A personalities in the technology field – ambitious people who are more apt to seek outside expertise to help them succeed in their businesses. While that may be true to a certain extent, the overall value of these groups and associations may be a larger factor in driving membership.


When a number of industry peers assemble, whether in person or through online activities, it creates a pool of knowledge and experience that, if drawn upon properly, can bring about significant change. If the right structure is in place, the group can channel that power into positive projects and programs. The peer community can be especially influential in the IT channel. With the complexities involved with building and running a solution provider business, the experiences of industry members are often diverse and their advice can be particularly helpful to newcomers. That creates a great environment for sharing, where peers can pass on words of wisdom and ideas for overcoming challenges—and taking advantage of new opportunities. The new members get to contribute as well, often offering innovative ideas or challenging the status quo when appropriate. When these diverse solution providers get together, the idea generation potential is extraordinary.


CompTIA offers a number of face-to-face networking meetings and events—including the Annual Member Meeting and Breakaway—that foster this form of community. These professional gatherings give solution providers the opportunity to network with their peers, vendors, distributors and other industry experts. They typically involve entertainment and other fun activities that allow attendees to get to know each other a little better, encouraging introductions and giving old friends a chance to catch up. A number of lifelong professional relationships can trace their roots to Breakaway and related industry events, often fostering collaborative projects and other business opportunities.


In addition to discussing the latest trends and meeting new people, conferences and meetings usually offer a variety of educational sessions and specialized group get-togethers. An example of these smaller, focused forums, the CompTIA Communities, allow solution providers to collaborate on issues relating to a common group of technologies, business segments or vertical markets. Initiatives are the lifeblood of each group, building specific objectives and designing the methods to achieve them with the assistance and resources of the entire association. Whether creating a new business accreditation, or designing  specific training programs or templates, these groups have been instrumental in crafting valued tools for the solution provider community. Those who participate in these forums gain a greater understanding of the industry issues, as well as how their own business’ is positioned compared to their peers. That insight is valuable, especially when sizing up competitors or prioritizing the improvements needed in their own operations.


Community Comes in Many Forms

Even if business or personal commitments keep solution providers from attending live events or association meetings, alternatives are available. While an online industry forum may not offer the same feel and interaction as a face-to-face discussion, it does allow a group of like individuals to brainstorm ideas and share valuable information. These groups are open for member discussions around the clock, no matter where you are (an added benefit), so they can contribute ideas or field questions during off hours or when travelling— as long as they have access to the Internet.


Social media sites also offer opportunities for professionals to connect and share, including Facebook pages and LinkedIn groups. Again, these virtual affiliations aren’t perfect substitutes for a live event or personal meeting, but they do allow people from similar vocations and industries to share information and build unstructured forums.


There are many reasons for solution providers to be part of an industry community, especially one that understands the unique challenges and opportunities in the IT channel. Membership does have its benefits and the value is typically higher for those who are looking to grow their business. If you’re interested in learning, sharing and even leading, the opportunities are unlimited.


Brian Sherman is founder of Tech Success Communications, a firm specializing in editorial content and consulting for the IT channel. He was previously chief editor of Business Solutions magazine and industry alliances director at Autotask. Contact him at Bsherman@techsuccesscommunications.com.