Hey, its Tony.
Dopamine is a drug and you are a dealer. Be honest.
Question is, are you selling quality product?
Building upon the last edition about “owning your audience” being a no brainer - this week’s deep dive addresses surge of community building as a strategy for creators to transition from distribution to connection.
In 2025 we have never been more connected but never had so little connection - communities fix that.
In today’s issue…
Deep Dive: Why Hormozi’s book launch was only his 2nd biggest win on launch day. Hint: Communities are cooler than books. A must read for all Creatorpreneurs and Content peddlers.
Implement: Do this NOW. Details below 👇
Videos that made an Impact: Community Legends and Superstars in the making.
FREE Resources: included below 👇
Coming soon….(insights and tactics on audience growth, creating real and lasting connection with audience, adding value and earning trust, and of course, MONETIZATION)
Communities: Forget Dime Bag Dopamine Hits, This is the Full “Heroes Journey”
Community building is rapidly becoming the “secret weapon” for audience builders and creator-led businesses. Momentum for communities has grown recently and got supercharged by the now famous “Hormozi Tsunami”. Approx 100,000 people signed up to community platform, Skool in just a few days after Alex Hormozi’s $100M Money Models book launch. This heralds a new era of creator strategy. Community is no longer a buzzword: it’s a no brainer and the logical next step for creators seeking both audience ownership and more sustainable, profitable businesses.
Hormozi’s $100M+ launch showed us:
1. Books about guys called Harry from London (A cool pretend Magician and a prince that used to be cool) are no match for books by a Business King from America who might be an actual magician.
2. Breaking Guinness Records and earning stupid money on book sales was probably not even his biggest win of the day. As an investor in Skool he’s very likely a lot closer to Billionaire status by virtue of his involvement (albeit almost certainly because he’s a smart cookie who owns his audience).
Selling books is cool but investing in community platforms is way sexier. $9 Hobby Plans (90% off the Pro plan but still packed with perks) seemed generous 4 weeks ago but now it looks like 4-D Chess. Well played Mr Ovens, well played.
The genius is that communities compound value in ways content alone never could. In 2025, if you’re still just “building an audience,” you’re a low level dopamine dealer. Smart community owners have something more like NZT without the side effects.
From UGC to UGV: Content Got An Upgrade
User Generated Content (UGC) had a good run. Cute. But, soooo 2024.
The revolution is User Generated Value (UGV): connecting your followers, introducing proximity, having real conversations, feedback loops, and micro-interactions that happen when your audience talks to each other.
UGV is stickier than UGC because it builds identity, camaraderie, connection. Fans don’t just watch you; they become part of something. They answer each other’s questions, trade tips, connect, collaborate, meet in real life. That’s dopamine worth more than likes….it’s belonging.
And belonging converts. Research shows that community members generate 5x more revenue per user than general audiences. Why? Because when people invest emotionally, they invest financially.
Why Communities Beat Algorithms Every Time
A social following is rented real estate without a lease. An owned community is freehold property.
Algorithms throttle your reach. On social, maybe 5% of your followers see your post. In a community, it’s way higher.
Platforms can pull the rug. One hack, one ban, one policy shift, and your audience disappears. Communities (and email lists) give you direct lines of contact.
Trust grows faster inside. Communities provide consistent, many-to-many interactions. Over time, those bonds form a moat no competitor (or AI clone) can copy. Plus, its your fans boosting your retention by looking after each other. You no longer need to be all things to all people.
The “Dopamine Economy” of Community
Let’s be real: social feeds are engineered dopamine slot machines. Creators burn out feeding them. Communities flip the script.
Instead of you endlessly producing hits, members generate their own dopamine through identity, recognition, and contribution. Think:
A fan posts a win in your group → 50 comments later, they feel seen.
A member answers someone else’s question → dopamine hit plus loyalty boost.
A subgroup organizes itself → they’re hooked, and you didn’t lift a finger.
And strangely, it doesn’t feel icky.
It feels good to give a like or comment but saying something thoughtful and getting a thoughtful response is a much more wholesome and sustainable buzz - it is legit addictive but not in a rehab kind of way. Trolling wears everyone down - cheerleading builds people up and communities provide this in bucket loads. Because of the social capital being traded, when an accountability check is required its given and taken with good grace.
This is the “UGV flywheel.” Once it spins, your business scales on human energy, not just your output. You get it going and momentum takes over, it’s beautiful to behold.
Practical Benefits (a.k.a. Why Smart Creators Are All-In)
Predictable Revenue: Communities support memberships, masterminds, and high-ticket offers. You can build a free community for fun or as the foundation of trust and profitability without being slimy or salesy.
Faster Feedback: Your group is a 24/7 focus group. Launch ideas, test content, and iterate in real-time.
Stronger Retention: Audiences drift. Communities lock in through identity.
Monetization Through Belonging: From Swifties to Skoolers, identity-driven communities spend more because they’re buying into membership of a tribe, not just a product.
Think of content as playing a concert for an audience.
Communities are backstage passes, groupies, roadies and maybe even part of the band.
Who doesn’t want a backstage pass?
The Creator Moat in the Age of AI
AI can clone your tips, your style, even your voice. What it can’t replicate is your community. Hormozi, Codie Sanchez, MrBeast and 170K+ Skoolers all figured this out. Their communities aren’t just amplifiers; they’re moats - its not just online real estate; its owning the town and being Mayor for life.
So the question is not whether you should build a community. It’s whether you’re willing to risk being an algorithm update or AI advancement away from total irrelevance.
When Uncle Alex Talks, You Better Listen….
Communities and UGV gives you leverage like never before and future proofs your business. As AI becomes more prevalent and information is irretrievably commoditized, Human connection will be the only way to be One of One and protect yourself.
The dopamine is different. Creators who embrace belonging AND broadcasting are the ones building businesses that last.
IMPLEMENTATION
Start a community or just join a couple and have a look around - there are communities for virtually anything (pickleball, AI, Fitness, Watches - there is a place for you).
How to get started yourself quick and easy:
Sign up for Skool here. Get a 14 day Free Trial and start at $9/month.
Pick a Name. Don’t get caught up on this, you can change it later. Same with your about page….just write something, don’t think too hard because its not set in stone and you will want to rewrite it as your direction becomes clear. Action will create momentum.
Invite some people. Forget thousands. Your first 3-10 regulars matter most. DM your most engaged followers and invite them into the group (fans, friends, your Mum, doesn’t matter, just get a couple of people in).
Spark UGV. Ask a question or make a post daily. Send DMs to your members. Send them a personalised video. Be a good leader - followers will need a spark.
THEN, as you get going….
Build in Layers. Don’t get caught up in courses or content. Build over time. Don’t force it; let demand show you where to go next.
Detach from the Algorithm. Move people from social into owned spaces (email + community). That’s your insurance policy.
One small, active group beats a million silent followers - get started, have fun and take it slow. This is the first brick but remember you are building a castle and a moat - its going to take time but it will be a real asset built to last.
If you have an audience and no time to do it, hit me up and I’ll find you someone who can. Its too important not to start.
CONTENT I LOVED THIS WEEK
Skool Founder, Sam Ovens and sidekick Kirby go together like a Fergburger and Chips (or Fries if that floats your boat). They break down how to get rolling on Skool in this video. (Summary here)
Skool Copywriter and Rising Star Patrice Moore does a step by step break down on creating a community.
Until next time…
Stay One of One,
Tony M