The psychology behind community-driven companies (with Gonz Sanchez, Head of Growth at On Deck)

Thu, Feb 25, 5:00 PM - 6:00 PM UTC


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Event Information

Join Fernando Nikolic, Founder of Mindfold and Gonz Sanchez, Head of Growth at On Deck to discuss the psychology of communities.

You'll learn:

  • The driving forces behind successful, community-driven companies.

  • Why this success can be traced back to how humans are psychologically wired to engage with each other.

  • How marketing has driven users away from brands and over to personalities.


About On Deck:

On Deck is where top talent comes to accelerate their ideas and careers, surrounded by a world-class community.

(Taken from

"If a company can transition from simply delivering a product to building a community, they can unlock extraordinary competitive advantages and create a superior business model.

In fact, strong communities help support the ideal business model.


• Enthusiastic members help acquire new members, resulting in lower customer acquisition costs and a tight viral loop.

• Members of a community are loath to abandon it, resulting in increased member retention and therefore improved lifetime value.

• Members of a community support other members in that community, resulting in high gross margins due to a lower cost of service.

The result of this are very real network effects: as engagement grows, the community gets smarter, faster to respond, more globally available, and generates more value."

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