Reduce Friction with Your Brand
|
|
When it comes to growing a community — whether it’s a business, nonprofit, or any organization — the first question isn’t “How great is our program?” It’s: How easy is it for someone to belong?
I see this all the time. Leaders build amazing programs, events, or products, but they make it nearly impossible for someone to jump in. Too many steps, confusing processes, or unclear expectations create friction. And friction kills momentum. Not everyone can jump — and if you make it hard to get started, many won’t.
Think about it like this: How many steps does it take to join a small group? Eight years ago, North Coast Church had a 16-step process for joining a Life Group. Sixteen. That’s not onboarding; that’s a wall. And what about serving? How hard is it for someone to plug into helping others? If it’s a maze, most people never make it past the first few steps.
People come to your organization for different reasons. They come because of marketing — your people, your product, your process. They come back because the teaching or value resonates. They stay because they find affinity — people, programs, or experiences that feel like them. And they grow through serving. The people who serve are not just engaged; they are invested.
Here’s the truth: if it’s difficult for people to serve, you’re creating a culture of consumption, not contribution. That’s the difference between a passive audience and an empowered community. Your goal is to make everyone a marketer and a contributor. Every interaction matters. Every step you simplify makes your mission more accessible.
So take a hard look at your process. How many hoops does someone need to jump through to get involved? Where do people get stuck? How could you remove barriers, streamline engagement, and make it so natural for someone to say yes that they don’t even think twice?
When you reduce friction, belonging becomes effortless. People don’t just join; they stay. They don’t just stay; they grow. And as they grow, they start carrying your mission for you. That’s how a community thrives — not because of perfection, but because participation is easy, meaningful, and built to scale.