Community-building is powering everything from product innovation to commerce platforms. In this episode we dive into how to build a community and how to do it with authenticity. Plus: how did Kanye West's Yeezy brand shape the entire footwear industry in just 5 years?

Show Notes Main Takeaways: * Phillip realizes that some content ages better than others. * Retail renaissance will always be relevant. * How does community impact the world around us?

Adidas vs Nike: Battle of the User Experience: * Adidas cracks the Global Top 100 Brands 2018 list. * Nike remains on the list at #29. * According to Phillip, Nike is setting the stage for where footwear should be but is Adidas's app changing the buyer experience? * Phillip almost buys Adidas after Nike sneaker sells out in 31 minutes. * Adidas app seems to allow for a unique user experience, while Nike just seems like a responsive website. * Does Adidas's unique approach to customer engagement mean they will pull ahead of Nike?

Does Brian love Kanye like Kanye loves Kanye? * Kanye's "Yeezy" changed the footwear game forever. * Yeezy's used to be a luxury product, but production is ramping up to over a million pairs for the upcoming sneaker. * Kanye West's ability to be a content creator and foster community is unparalleled in the sneaker industry. * Yeezy is the brand other brands love to copy. * Brian is definitely a Kanye West fan.

Social Platforms and Communities: * Reddit becomes the third most-used website behind Amazon and Youtube. * Reddit surged ahead and surpassed Facebook. * Facebook users seem to be all about engaging with Facebook and known social contacts. * Reddit users create distinct communities and engage in community-based conversation. * Commerce works in a similar structure to Reddit in terms of engagement: sharing experiences and sharing ideas. * Magento is a great example of a "commerce-based community."

Beyond the $$: Community Building is Helping Companies Grow: * Early adopters of the web self-organized into enthusiastic communities like dial-up BBS. * Phillip realizes he may, in fact, be older than Brian. * Former Payless shoe rep built XO communications by installing dial-up services in Payless stores and is successful because he focuses on community rather than company building. * Throughout the 90's and early 2000's, companies like Microsoft and Google follow this path as well. * Everything comes down to community building: where products are sourced, how they are made, and the ethics of the process.

Community Building Basics: * Don't try to control the conversation or the message. * Tell a story as a brand that fosters conversation. * Let users engage in the conversation, and listen to feedback. * Always be open to change and adaptation.

Examples of Community Builders: King of Pops and Bitter Southerner: * King of Pops makes popsicles popular by setting up shop at every music festival in Atlanta in 2018. * King of Pops create community and conversation at their popsicles stands. * The Bitter Southerner an online opinion magazine gives a voice to opinionated southerners sick of being caricatures, with related apparel. * Wearing Bitter Southerner apparel opens up conversations about real "southern values", and allows for community building. * The future of branding is all about having conversations.

Retail tech is moving fast, and Future Commerce is moving faster.