If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we asked an expert about how to create a sense of community in your business.
In this edition of "Ask the Board," we feature Mark Van Wye, the CEO of Zoom Room, a dog training service company with 60 locations throughout the U.S. Mark explains how you can foster a sense of community in your business venture and why it's important.
I'm the CEO of Zoom Room, a national franchised brand of indoor dog training gyms focused on socialization, where owners learn effective training and discipline techniques. Beyond classes, Zoom Room provides a safe, fun, and structured environment for hosting events like dog parties, supervised playgroups, doggy discos, and more. I firmly believe that our sense of community is pivotal to our success. The following tips can help you achieve and maintain one for your small business.
Clarify your mission and lead with a purpose beyond profit
Your business isn't just about transactions — it's about transformation. By defining a clear mission and shared values that go beyond profits, you create a strong foundation that resonates with both employees and customers. When everyone understands and connects with your larger purpose, they become emotionally invested in your success.
This shared sense of purpose fosters unity and builds a natural community within your business. At Zoom Room, we believe that pets are family members and that our mission is to transform lives through the unshakeable bond between humans and dogs. This clarity unites our team and customers, creating a strong, purpose-driven community.
Foster open communication and encourage innovation
Open communication is the lifeblood of any community. Establish multiple channels, like meetings, digital platforms, and feedback sessions, for team members and customers to connect and share ideas.
An innovation-friendly environment, where suggestions are valued, can lead to real change. When people see their input is taken seriously, they develop a deeper sense of ownership and engagement in the business. At Zoom Room, we've seen some of our greatest advancements sprout from open dialogues, like transforming our pricing system based on a team member's idea. This approach strengthens community bonds by demonstrating that every voice matters.
Your business isn't just about transactions — it's about transformation.
Mark Van Wye, CEO of Zoom Room
Develop a culture of support, shared learning, and empowerment
Create a supportive environment where knowledge flows freely and team members feel empowered to grow. Encourage employees to share their expertise with colleagues, transforming your business into a hub of shared learning. Empowering employees to take on teaching roles not only enhances their own skills, but it also fosters deeper connections among team members.
At our annual summit, we have stakeholders who excel in specific areas lead workshops for their peers. This practice inspires the entire team and strengthens the sense of community through mutual support and shared growth.
Create opportunities for shared experiences and community-building
Shared experiences are crucial for building lasting connections within your business. Organize events, workshops, or even friendly competitions that bring your team and customers together in a fun and engaging way.
These activities encourage collaboration, spark creativity, and strengthen bonds, contributing to a positive and energetic workplace culture. At Zoom Room, events like dog agility competitions or themed parties not only delight our customers, but they also bring our team closer together, fostering a vibrant community spirit.
Use storytelling to strengthen emotional connections and celebrate successes
Storytelling is a powerful tool for building emotional connections. Share authentic, inspiring stories of customer victories and team achievements. Celebrating these successes demonstrates that you're invested in the growth and well-being of your customers and employees.
This approach transforms individuals from passive participants into active community members who feel seen and valued. For example, sharing stories like a dog overcoming anxiety through our training not only highlights our impact, but it also binds us together as a community dedicated to making a difference.
Align your team and partners with your mission and values
Your employees and business partners are the heartbeat of your brand. Select and develop team members who not only have the skills to excel but who also share your passion and values.
When your team embodies your mission, they become ambassadors who strengthen your community with every interaction. This alignment ensures that everyone is working toward the same goals, reinforcing the sense of unity within your business. At Zoom Room, we seek individuals who are passionate about enriching the community by improving the lives of dogs and their families, ensuring that our collective efforts contribute to a cohesive and committed community.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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