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How to Write a Strategic Purpose Statement

A community-based strategic purpose statement should clarify three things: who your community is for, the purpose of this community in the now and the future, and what they will gain from using your community.

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Carrie Melissa Jones

Jake McKee

Jake McKee is one of the founders of the modern customer community movement. He led Apple’s famed Global Support Communities. He pioneered efforts at LEGO to engage its adult users in a community - which spawned breakthrough innovations such as the Mindstorms community driven product development (which landed on the cover of Wired Magazine). He co-founded Ant’s Eye View (later purchased by PwC) which helped firms like Starbucks, Canon, and H&R Block build customer communities that became powerful engines for marketing, sales, product innovation and the customer experience. Jake currently runs Community5, a consulting practice focused on helping organizations drive more success with their online communities, fan engagement programs, and product development processes. He also manages the Dinner5 project, a monthly dinner series that brings senior community leaders together.

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