In the latest episode of Ellie Talks, we had the pleasure of speaking with Pieter-Jan Provoost, Director Energy Technology Club at Agoria, Belgium’s leading federation for the technology industry. Pieter-Jan has years of experience in fostering business communities, supporting companies in navigating complex industrial landscapes, and promoting Belgian technological expertise on the global stage. In this conversation, he shared his views on the role of business communities, the challenges companies face today, and what makes a community successful.
Key insights:
- Connections, inspiration, and insights are invaluable when they lead to action.
- The importance of psychology and nudging in community building – Business communities create structured moments for action, using peer influence and FOMO to encourage companies to engage with industry shifts.
- Physical networking and serendipity are key – In-person interactions remain irreplaceable for trust-building and high-value connections, complementing digital tools and structured meetings.
- As a business community, be the canary in the coal mine ! – a community serves as a warning system by identifying trends, challenges or opportunities early, allowing members to prepare or take action.
The value of business communities
With global industries facing ever-changing challenges—ranging from economic uncertainty to shifting regulations—business communities play an essential role in providing guidance. According to Pieter-Jan, the more complex the landscape, the more crucial it is for companies to have access to networks that offer valuable insights, facilitate connections and support strategic decision-making.
Business communities like Ellie.Connect and Agoria help businesses by zooming out from day-to-day operations and providing a broader perspective on industry trends, emerging opportunities, and potential threats. These communities enable company leaders to make informed decisions and adjust their strategies accordingly.
What makes a business community successful?
According to Pieter-Jan, building a strong business community is not rocket science, but it does require a focused approach. He highlights following key elements:
- A clearly defined membership base
A business community must have a well-defined group of members who share common interests and challenges. A fragmented or overly diverse membership makes it difficult to create meaningful connections and provide relevant insights. - A strong common cause
A successful business community is built around a shared goal or common challenge. Whether it’s sustainability, digital transformation, or industrial innovation, having a clear purpose ensures that members stay engaged and see value in their participation. - Focused services and consistency
A community must offer services that align with its members’ needs. This could include policy advocacy, strategic insights, or networking opportunities. Pieter-Jan emphasizes the importance of staying true to the community’s focus and not diluting its purpose by trying to do too much at once. - A good community manager
A good community manager should know the members of his/her community, understand their needs and curating relevant content, create opportunities for meaningful connections and collaborations and ensure that the community remains focused and delivers real value.
The power of a good business community: from insight to impact
- Acting as an early warning system
A strong business community keeps its members informed and ahead of industry shifts by identifying crucial trends, regulatory changes, and technological advancements early on. Communities like Ellie.Connect act as a “canary in the coal mine,” ensuring that important topics remain on the agenda and that businesses stay proactive rather than reactive.
- Facilitating action
Knowledge alone is not enough—communities must help members turn insights into tangible actions. A strong business community functions much like a butler service – by curating content, organizing relevant discussions, and removing participation barriers, business communities create the right conditions for companies to implement meaningful changes. However, as Pieter-Jan points out, while insights can be delivered on a golden plate, it’s up to companies to take action.
- Enabling collaboration and knowledge sharing
Business communities serve as orchestrators, fostering both structured projects and more informal knowledge-sharing networks. Whether through in-depth initiatives or peer-to-peer learning (depending on the resources) these networks accelerate decision-making and innovation. A strong community connects the right people. Pieter-Jan likened community leaders to matchmakers, strategically curating meetings that foster valuable collaborations. Understanding both industry trends and members’ needs is essential in facilitating introductions that lead to new opportunities. It’s through the right connections and insights that you can skip three steps when approaching a new customer or market.
- Bridging industry segments
One of the greatest strengths of a business community is its ability to connect different industry sectors. By encouraging cross-sector collaboration and helping companies look beyond their direct supply chains, communities unlock new opportunities for innovation and business growth.
- Monitoring and connecting
Regulatory changes can be complex and challenging for businesses to navigate. Communities provide support by monitoring legislative developments, offering insights through expert sessions, and facilitating connections with policymakers and legal experts. While not all communities have the scale to influence regulation, they can still play a critical role in helping companies understand and adapt to new rules once they are in place. This ensures that members can adapt quickly, turning regulatory shifts into strategic advantages.
- Navigating hype vs. reality
In a world driven by rapid trends and media buzz, business communities play a crucial role in separating meaningful developments from short-lived hype. By helping companies see beyond the noise and focus on real industry shifts, they provide stability and strategic clarity, ensuring that members invest their time and resources wisely.
- Understanding the value of physical interaction
Despite digital advancements, in-person meetings remain crucial for building trust and closing deals. Pieter-Jan emphasized that while many predicted the decline of industry exhibitions post-COVID, they have only grown stronger. A successful business community balances large events, small workshops, and online interactions to create deeper, more meaningful connections beyond surface-level networking.
- Acknowledging the power of peer influence and FOMO
Businesses often take action not just because of regulations or financial incentives, but because they see their peers doing it. A well-structured community showcases success stories, creating a ripple effect that encourages others to follow. This peer-driven momentum is a powerful force for change, particularly in areas like sustainability.
Taking the Leap: The power of serendipity in business
One of Pieter-Jan’s strongest messages was about embracing serendipity—the unexpected but valuable opportunities that arise when business leaders step outside their tightly controlled schedules. Many companies hesitate before joining a business community, questioning whether the investment will pay off. Pieter-Jan’s advice? Just jump. The real value often lies in unplanned encounters and the unexpected insights gained through participation.
In an era where efficiency often dictates every minute of the workday, leaving room for spontaneity can create space for new ideas, partnerships, and breakthroughs.
By fostering a mindset of openness and connection, business communities provide not just knowledge, but the environment where these serendipitous moments can happen.
