Sorry, yesterday was a very busy day; I could not answer you.
Thanks for the email but it is a bit difficult to understand your point so I will do my best to summarize it: My arguments did not move you.
I think your response focuses too much on the community aspect as an ends and not enough on it being a means. This is undoubtedly a result of how I structured my argument to explain why I consider businesses reduce risk instead of satisfy needs. So let us go back to your Coke example to see what the difference can be.
Coke is a beverage and as such the human need it satisfies is to hydrate the body so we can live. This is a basic physiological need that can be satisfied by drinking a Coke or drinking water, coconut water or any other water containing beverage. From the satisfying a need point of view, Coke is competing with many substitute produces. However, if we look at Coke as reducing an uncertainty in a customer’s life a number of options open are presented: (1) hydration (risk of dehydration), (2) fun and excitement (it is fun and exciting to drink a bubbly beverage), (3) “sharing” which to my way of thinking is community (enjoy a fun and exciting moment with friends), (4) “refreshing” (you will feel refreshed and invigorated). All of these different risk reducing attributes have been communicated to consumers at one time or another over the years helping Coke expand its consumer base. In other words, these can be seen as the different markets in which Coke operates: customers seeking to reduce the risk of hydration, customers seeking to the risk of fund and excitement, customers seeking to reduce the risk of community, customers seeking to reduce the risk of feeling refreshed. Probably there are even more markets but these serve to illustrate how one key component can address the risk reduction requirements of multiple markets by using that key component in a product that is communicated and consumed by that target customer.
In adopting the ROKC Method you can conduct the same analysis for every product or service.
Does this help?