The Fascinating Role Music Plays in Your Life & How to Harness the New Power of Online Communities

New Power

Henry Timms discusses the concept of new power, which involves harnessing the energy of connected communities to create influence. Unlike old power, which is centralized and top-down, new power is distributed and participatory, exemplified by movements like #MeToo and platforms like Airbnb and Uber 1. Timms explains that new power requires a blend of traditional skills and new strategies to mobilize and engage the crowd effectively 2.

The argument we've made is that there is this new skill that everybody needs to learn, and that is the skill of kind of harnessing the energy of the connected crowd.

--- Henry Timms

This shift in power dynamics is reshaping how organizations and movements operate in today's hyperconnected world.

   

Participation

Modern businesses and social movements are increasingly creating value through participation and community engagement. Timms highlights the concept of the participation premium, which combines economic value with a sense of higher purpose and opportunities for community involvement 3. He provides examples like Xiaomi, a phone company that fosters a fan culture and encourages user participation to improve their products 4.

It's economic value plus an opportunity to feel higher purpose supercharged by offering people the chance to add their own frame and add their own flavor.

--- Henry Timms

This approach not only enhances customer loyalty but also drives innovation and growth.

   

Community

New power can build strong, engaged communities with significant cultural impact. Timms points to YouTube stars and social movements as examples of how new power skills can create large, dedicated followings 5. He also mentions the Girl Scouts' successful fundraising campaign as a smaller-scale example of harnessing new power to achieve meaningful results 4.

These YouTube stars are offering agency, and they're offering belonging. Now, that's motivated human behavior forever.

--- Henry Timms

By focusing on community dynamics and continuous engagement, organizations can leverage new power to build lasting influence.