On Friday I went to a meetup with total strangers.
Even though we had never met each other before, online or off, I knew it was worth the risk, because we are all alumni of at least one Seth Godin course, and I knew that would mean attendees would be curious about others, open to sharing ideas and information, willing to help each other and have a very interesting story behind them.
I was right. We left the bar feeling like friends. We took selfies, swapped podcasts and arranged to do it again for Christmas, and encourage others to come along too.
All we had in common was that we are customers of a particular brand, living in a particular location.