That's not the point being made in the article, though. It's not saying marketers should do community, but rather that companies should invest in community inst

That's not the point being made in the article, though. It's not saying marketers should do community, but rather that companies should invest in community instead of marketing for mutual benefit (members and company). The follow-on Value Creation > Value Capture piece I think makes it clearer: https://orbit.love/blog/value-creation-beats-value-capture https://orbit.love/blog/value-creation-beats-value-capture