[Companies] typically … never take time to do an ecosystem scan to see whether the tribes that they might want to engage with are already congregating somewhere else. If your tribes already have a home, trying to get them to move (no matter how good the web design/site) is akin to focusing your whole go-to-market strategy on switching customers who use competitive products. It can be done if your competitor is offering subpar products, but it is rarely a successful stand-alone strategy. Similarly, trying to get an existing community to move to the site you’ve provided is not likely to be successful. Companies that are open to the possibility of partnering with other communities will have a Hyper-Social advantage.