Cat Johnson

  • About
  • Convos
  • Lab
  • Shop
  • Resources
    • Blog
    • Events
    • Podcast
  • Contact
Menu
  • About
  • Convos
  • Lab
  • Shop
  • Resources
    • Blog
    • Events
    • Podcast
  • Contact
Next Training: Your Coworking Newsletter
  • Home
  • Community
  • You Can’t Force Community

Community

30 May

You Can’t Force Community

  • In Community, Coworking, Inspiration, Well-Being
  • 0 comment
can't-force-coworking-community

can't-force-coworking-community

I was recently chatting with a fellow Peers Conference attendee in Austin, Texas. We were at a post-event happy hour swapping stories about working alone, freelancing and the benefits (and pitfalls) of working for an agency.

The conversation turned, as it often does with me, to coworking. I asked my new friend if he had considered working out of a coworking space. He told me it just wasn’t his thing.

When I asked why, he said his only experience with coworking had been at one of the big, shiny spaces and it didn’t feel authentic.

It wasn’t necessarily the space he didn’t like, it was the way in which the idea of community was hoisted onto him like a sack of potatoes. As soon as he walked in, he was met with talk of how they really focused on community.

That’s good, right? I love community. I imagine you do too.

Except it wasn’t good.

He was told how he was already a member of the community, even though he had just walked in the door.

The barrage of community jargon continued. This poor guy was bombarded with how great things were in the community, how he was already a great fit, how all the days, and all the events and even the keg were all about community.

At this point, my friend hadn’t met a single person in the space besides the dude giving him the tour. The way he tells it, every second that passed he was less and less interesting in joining that “community.”

He left quickly and never went back—to the space, or to coworking.

He felt manipulated and bullshitted by something forced and inauthentic.

I strongly encouraged him to check out other coworking spaces in his hometown, and referred him to a space run by a friend of mine. I hope he visits and gives coworking another try.

Community can’t be forced, it can’t be bought, and it can’t be hoisted onto someone.

Community is a web of interactions, connections that strengthen over time, and humans who genuinely care about each other.

Sounds a lot like coworking…when it’s done right.


Coworking space operators: Get industry insights, resources and content tips sent to you every Thursday. Subscribe to the Coworking Out Loud Newsletter.


Related Articles
Unlock the Power of Community: 8 Tips for Coworking Space Operators from the World Economic Forum
The Evolution of the Shared Workspace Industry (and Where We’re Going Next)
The Coworking Video that’s Making Everyone Cry

Tags:communitycoworkingPeers
  • Share:
Cat Johnson
I help coworking space operators streamline and level-up their marketing. I'm a writer, content strategist and brand community builder based in Santa Cruz, California. Current projects include: Coworking Convos and the Coworking Content Lab workspace marketing club.

You may also like

coworking-clubhouse-pros

5 Things Coworking Pros Love About Clubhouse

  • February 22, 2021
  • by Cat Johnson
  • in Community
ICYMI, Clubhouse is all the rage right now—and for good reason. The audio-only social app enables real-time connection...
coworking-clubhouse
9 Coworking Clubhouse Rooms for Space Operators and Pros
February 16, 2021
workspace-wave
The Workspace Wave is Coming—Are You Ready?
January 18, 2021
making-marketing-community
Making, Marketing and Community-building During a Pandemic
January 5, 2021

Leave A Reply Cancel reply

Your email address will not be published. Required fields are marked *

2,000+ coworking space operators receive free content tips, resources and curated articles every Thursday. Want in?

All the things 👇

  • About Cat Johnson
  • Cat's Blog
  • Coworking Convos
  • Workspace Marketing Lab
  • Upcoming Events
  • Marketing Shop
  • Coworking Out Loud Podcast
  • Contact Cat and the team.
"Cat Johnson is the marketing maven of the coworking world. She delivers content that is real, actionable and on-point. If you want to learn how to ignite your marketing and storytelling, you found the person. Enjoy the journey."
Liz ElamExecutive Producer, GCUC
"Working with Cat is like a breath of fresh air. She knows the coworking industry inside and out, and her understanding of what makes great content is second to none. And if that weren’t enough, she’s organized, thorough, and simply a delight to work with."
Susan DorschCofounder, Office Nomads
"Cat is the go-to when it comes to content strategy for the shared workspace industry. Not only is she an expert but she is immersed in coworking. She really gets it. Her newsletter is one of the few in my inbox that gets opened every week."
Jamie RussoEverything Coworking Podcast, GWA
"Cat is a unique and powerful voice in the coworking movement. She’s dedicated to learning about what’s happening from every possible angle, analyzing what she finds, and sharing everything so we can all benefit. Coworking is better because Cat is part of it."
Tony BacigalupoFounder, New Work Cities
Previous
Next

Get weekly content tips and coworking insights

© 2021 All rights reserved

2,000+ coworking space operators receive free content tips, resources and curated articles every Thursday. Want in?