Why are businesses interested in communities? One explanation is the notion that "a community around a product increases sales". It's not magic, but marketing from mouth to mouth and peer-to-peer interest. The story continues:

• "How can one create a community around a product?"
• "Good content seems to draw people."
• "But content is expensive?"
• "What about communities that create their own content?"

There it is: a business interest in community-created content.

Where's the problem, then? Well, it seems like business approaches this far have resulted in observations of: 1) conflicting content discussions, 2) randomly changing user needs, and 3) chaotic fluctuations in community interaction. For this reason we need to deeply understand community.