Why Leaders Should Build Communities, Not Just Cultures
"Something is missing" is something I hear often from CEO's and Executive Directors as of late.
It seems like they are constantly grappling with how to build environments where people thrive and organizations prosper. Strategies that once worked are no longer as effective in their businesses and nonprofits.
Traditionally, this has led to a focus on crafting culture—a set of values, norms, and practices designed to guide the behaviors and attitudes within the organization.
But while culture is essential, it’s not enough. Nor is it a smart place to start.
Too often, culture feels like something imposed from the top down, rigid and transactional, focused on the company's needs rather than the individual’s.
What if, instead of obsessing over culture, leaders focused on building community? What if the voice of employees led to greater empowerment and increased ownership of their work?
A community-driven approach goes beyond establishing norms - it’s about creating a sacred and shared space where people feel a deep sense of belonging, meaning, and connection. Community taps into the core human need for relationships and shared purpose, moving the workplace from a place people simply “clock into” to a place where they feel invested in their work and the organization’s mission.
When leaders focus on community-building, they not only foster a more engaged workforce but also unlock pathways to greater innovation, retention, and ultimately, a healthier bottom line. Here’s how I think it could work:
Community Creates Meaning and Purpose
In a workplace driven by community, employees see themselves as part of something larger than just the tasks they perform. They understand how their work fits into the broader mission and feel a personal connection to the outcomes. This shift creates a profound sense of meaning—a crucial element that drives motivation and satisfaction.
I like to call this "Finding Our Mutual Heartbeat."
When people feel connected to their work, it’s no longer just about meeting performance metrics, it makes their heartbeat in a new way that is life giving!
They start to see their contributions as part of a greater whole, aligned with their personal values and aspirations. Meaningful work creates deep engagement, reduces burnout, and boosts productivity because employees feel that what they do matters.
I am witnessing this flesh out firsthand with a client and their Board as we speak. It's transformational work - not only in the organization, but in their very lives as well.
A company, board or nonprofit that is rooted in community isn’t just focused on what it does—it’s focused on why it exists. This deeper sense of purpose not only attracts top talent but also inspires current employees and board members to go above and beyond. Meaningful work is a direct line to innovation and creative problem-solving, as people naturally invest more in something they care deeply about.
Community Drives Connection, Collaboration, and Creativity
Traditional corporate culture often results in silos—departments or teams working in isolation with minimal cross-functional communication and collaboration. Community, however, breaks down these barriers by creating opportunities for individuals to build relationships across the organization.
A community-driven workplace encourages open dialogue and fosters deep connections between employees, regardless of their role or title. These relationships create a foundation of trust, which is critical for genuine collaboration. When employees feel connected to their peers, they are more likely to share ideas, provide constructive feedback, and seek out innovative solutions together.
Community Strengthens Personal and Organizational Wellbeing
A strong community doesn’t just exist to drive business outcomes; it also supports the wellbeing of employees. As leaders, we must recognize that work is no longer just about productivity—it’s about creating a space where people can thrive holistically.
Leaders who intentionally build community also create psychological safety—an environment where team members feel safe to take risks and offer new ideas without fear of judgment. This level of trust and openness is the catalyst for creativity and innovation.
In a community-centric organization, employees are not treated as mere resources. They are valued as individuals with unique experiences, challenges, and aspirations. This acknowledgment leads to a workplace where people feel seen, heard, and understood - key factors that reduce stress, anxiety, and isolation.
As workplace loneliness becomes a growing concern, the sense of belonging that community provides is more important than ever.
A workplace where people feel supported and connected is one where they are more likely to stay and grow, directly impacting retention rates and reducing the costs associated with high turnover.
Community Drives a Healthier Bottom Line
Ultimately, investing in community doesn’t just benefit the people within the organization—it strengthens the organization’s financial health. Companies that prioritize community-building see potential business benefits as well:
The Future of Leadership: From Culture to Community
Shifting from a culture-first mindset to a community-first approach isn’t just about semantics—it’s about embracing a more human-centered way of leading.
When leaders prioritize community, we create environments where individuals feel connected, empowered, and part of something larger than themselves.
This shift isn’t just about improving employee morale; it’s about positioning the organization for long-term success in a world where community connection, creativity, and wellbeing are the new currency of personal and organizational health and growth.
I believe in you!
Kevin Eastway