In this edition of The Founder Notes, I want to dive into the value of true fans in your business. There are a few reasons why I believe it's worth your time to intentionally build a fanbase — but before we get into those, let’s start with the essay 1.000 True Fans by Kevin Kelly.
If you haven’t read it yet, it’s definitely worth a read. But here’s the core idea: building a business doesn’t necessarily require millions of followers or customers. Instead, Kelly argues that you only need 1.000 true fans — people who are deeply engaged, who’ll drive hours to see you speak, who buy (almost) everything you put out.
In his theory, if each of these 1.000 true fans spends €100 per year, you’ve got €100.000 in annual revenue — a solid and sustainable income for most of us. And let’s be honest: doesn’t 1.000 fans sound a lot more achievable than building a following of millions?
So, why should you invest in building true fans for your business?
1. Fans buy from you—again and again.
Launching something new becomes a whole lot easier when people already trust and value what you do. If you consistently deliver real value, your true fans will become your most reliable customers.
2. Fans are loyal—even when others offer more.
A loyal fan won’t jump ship the moment a competitor shows up with a better deal. That kind of loyalty helps safeguard your business in uncertain times.
3. Fans become your best salespeople.
They tell your story for you. They recommend you to their friends. And let’s face it: a personal recommendation from someone you trust will always be more convincing than a paid ad.
But let’s not sugarcoat it—building a true fanbase isn’t easy. In many ways, it’s like building a small, healthy cult following (in the best possible sense). To do that well, it helps to first understand why people become fans in the first place.
Why do people become fans?
1. Belonging and Connection
We all want to feel part of something bigger. Being a fan gives people a sense of identity and belonging—a group to align with, speak like, relate to.
It’s not just about what someone likes, but who they feel they are when they like it.
“I’m not just a listener of this podcast—I’m part of the tribe.”
Especially in a world where many people feel isolated, this sense of belonging matters.
2. Meaning and Purpose
People don’t follow a person or brand just because of what they do—but why they do it. When your message reflects values and aspirations that resonate, people start to feel like they’re part of something meaningful.
“This artist says what I feel but can’t put into words.”
3. Emotional Resonance
What we remember most is how something makes us feel. If your work consistently evokes excitement, clarity, safety, or inspiration, those emotional experiences build loyalty — and over time, deep connection.
4. Identity Expression
Being a fan is also a way of expressing identity. It reflects not just who we are, but also who we aspire to be.
“I follow this startup founder” might actually mean: I see myself as entrepreneurial, curious, and driven.
5. Recognition and Reciprocity
When the person or brand we admire sees us back, it completes the loop.
Simple moments of appreciation or interaction make people feel seen — not just as followers, but as valued participants.
That’s where community-driven creators and businesses have a real edge. Even the smallest touchpoints can strengthen the bond.
So how do you actually build that kind of fanbase?
Here’s where to start:
1. Give the good stuff.
Start with value. If your product isn’t great—or you waste people’s time—they won’t stick around.
2. Be genuine and real.
People can feel what’s fake. You don’t need to be perfect, but you do need to be honest.
3. Tell your story.
Your story is what helps others see themselves in your journey. Storytelling builds relatability and connection.
4. Really connect.
Don’t just broadcast. Engage. Listen. Create space for real conversation.
5. Be consistent.
Consistency—both in your message and in how often you show up—builds trust over time.
6. Stay humble and grateful.
Never take your audience for granted. Let them know they matter. Let them know you're thankful.
That’s it for this week. I hope this gives you something to think about—and maybe even act on.
And please, don’t be a stranger. Feel free to connect with me on LinkedIn or send me an email if you have thoughts, questions, or just want to say hi.
Have a great day,
Ralph Wolbrink
Founder @ Guram
P.S. Know someone who might find this helpful? Feel free to forward it. 💡
