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There's a big difference between a product that has users and a product that has a community. A community implies social link, emotional engagement, and above all, a degree of ownership. A community member is an owner & a contributor, and the product is part of their identity.
It's the difference between using and being. This is why community members will go to great lengths to evangelize your product -- allowing you to grow faster on a $0 marketing budget than your big corp competitors that spend millions.
This is why your community members won't just switch if a better product becomes available elsewhere. Instead, they will fight to make their product catch up & win. Think Linux vs. Windows. A community is an incredible growth vector and an incredible moat.
But that's not even the point. The point is the community itself. The community isn't a tool that you use to build a product or company. The product or company is a tool that you use to build and sustain your community.
Any examples of non-developer focused products (except Instagram) that have a community?
I was about to ask the same.
I like MIT's collective intelligence work on this that says there are actually 4 reasons why someone contributes to a community. 1. Love of the act of contribution. 2. Influence. 3. Learning from others. 4. Remuneration of some kind, be it karma points, BTC or actual cash.
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