A shared story becomes a shared experience. Without this common ground true community is not possible. Thus it is imperative in an Organic Marketing program to consciously, consistently, and creatively build the community.

The process must begin from within. Each employee, partner and stakeholder in the community needs to learn the story, and learn how to tell it in a way that is emotionally powerful. Each needs to be groomed in the art of leveraging public relations for the sake of growing and binding the community.

Clients, prospects, owners must be included in the story and continuously cultivated to remain connected to the story, and excited to tell it to others they care about. The community grows by the emotional connection its members have to it. All of the advertising in the world cannot build an emotionally invested community, but this is exactly what people are looking for, and is the motivation for their purchasing decisions.