Why Building Communities Will Be Key in 2025 (And How the Michelin Guide Got It Right)

Here’s the thing—if you want to succeed in 2025, stop trying to push your book or brand at everyone. Instead, focus on building communities where people feel they belong and can relate to each other over shared interests or problems. This is how you create organic conversations where your book or brand will come up naturally—whether at home, when someone calls, or even at a dentist appointment!

Welcome back! Brace yourself, because the word "tyres" (or tires for my American friends, lol) is about to make a few appearances as part of a bigger marketing story!

Take the Michelin Guide, for example. It didn’t start as a restaurant directory per se—it was created by the Michelin tire company to encourage people to use their tires more by driving longer distances. The idea wasn’t to shout about tyres; instead, they built a community around travel, encouraging people to get on the road. As people started travelling, they naturally began talking about the places they went to, and the Michelin Guide became part of those conversations. By virtue of discussing great restaurants, Michelin tyres would often come up—because in order to get to these hidden gems, you had to drive. As time went on, restaurants that aspired to be included in the Michelin Guide only further promoted this idea of travel, adventure, and long-distance driving.

What started as a tyre company promoting travel became an organic, self-perpetuating system where the act of travelling (and needing good tyres) was tied to experiencing world-class restaurants. It wasn’t about the tyres being the focus—it was about creating a community of people who shared a love for discovery and quality. By talking about their travels and experiences, Michelin tyres became a trusted part of that conversation. And now, Michelin stars are synonymous with the finest dining, but it all started with facilitating organic conversations around travel.

This is exactly how your book or brand can grow in 2025. You don’t need to shout “look at me!” or force people to pay attention. Instead, create a space where your audience feels connected, where they belong, and where they can naturally share their experiences. Over time, your book or brand will be mentioned in those conversations—when someone talks about their day, when they ask for a recommendation, or when they chat with a friend at a networking event.

Let me give you an example from my own life. Recently, my car failed its MOT because of a cut tyre. I had no idea what to do, so I called my brother, who’s into cars. He recommended booking them via blackcircles.co.uk, who deliver them to a local garage and you can get them fitted there without further expense. Now, I don’t know exactly what they do for marketing, but I’d bet they’ve created a community of car enthusiasts and hobbyist mechanics. These are the people who, when someone in their family or circle needs a tyre recommendation, will naturally recommend Black Circles because they are good. They don’t need to push their products; their community does the talking for them.

This is the power of building a community. When you focus on helping people connect over shared interests or problems, your brand will naturally come up in conversation. It’s not about pushing yourself into people’s lives; it’s about creating a network where your book, product, or service is integrated naturally.

In 2025, this will be more important than ever.

Yes, we’re in the information age, and knowledge is everywhere. But, the businesses and authors who will thrive are the ones who build communities around their work—where people feel a sense of belonging and connection. When people feel part of something, they want to share it with others.

And that’s how your brand will grow.

Start small.

Solve a problem.

Create a space where people can connect.

Your book or brand will find its way into conversations, recommendations, and word-of-mouth mentions. It’s a long-term strategy, but it’s the kind of organic growth that truly makes an impact.