If you know how to 1) craft a clear and short benefit message to your ideal 1000 customers (read Kevin Kelly’s 1,000 True Fans, the only marketing article you’ll ever need to read), 2) secure and highlight testimonials and case studies, 3) offer a simple trial option to big enterprises (but charge them – no free rides or they won’t value it), and 4) offer awesome customer service to the customers who matter (not becoming consumed by squeaky wheels with more free time than budget) just use the skills you have and view social media, primarily Twitter and Facebook, as communication channels.

But Lee’s story is different. He is passionate about his job.

Lee’s been focused and dedicated on building communities for nine years and he loves it. To me though, it was him being inquisitive enough and experimental enough to blend two passions together (online communities and video) to make something extraordinary.

Mind you, this came seven years after he started building online communities.

The question we need to ask ourselves is, “do we have what it takes to stick with it for seven years before something happens?”