Hey there,

Rosee from Cobot here!

“Community” has become one of the most overused words in coworking.

Everyone talks about it. Every website mentions it. Every space seems to “have” one.

But when you look a bit closer, it raises a simple question:

Are we actually telling real stories about our communities… or just saying the word over and over again?

And this might have gotten you wondering if there is even a wrong way to tell the story of the community…

This week I’ve invited someone who knows more about this than just about anyone in the industry.

👋 A quick intro to Cat (if you somehow don’t know her yet)

Cat Johnson is a writer, content strategist, and one of the most respected voices in coworking. She has been writing about coworking, community, and the future of work for over a decade.

If you have been around coworking for a while, you have probably come across her work already. If not, she is definitely someone worth following. You can find her work here.

If you are newer to the space, she is definitely someone worth following.

I asked Cat a few questions about storytelling for coworking spaces. There was so much good stuff that I’ve split this into two parts.

This week: what stories to tell, what mistakes to avoid, and when to hold back.

Let’s dig into that.

Hey Cat, what questions should coworking spaces be asking their members more often?

“Space operators should involve their members as much as possible when it comes to programming, partnerships, and collaboration. Simply asking the question, ‘What are you working on?’ opens the door to introductions, deeper connections, and a better understanding of what your members need.

Because the reality is, you can’t build a community from above or from outside the circle. You have to bring your whole self into the space if you want your members to do the same.”

From there, everything happens:

Introductions
Collaborations
Unexpected connections
Real understanding of what your members actually need

📖 What makes a story actually build trust?

Cat kept it honest and clear. The stories that build trust are the real ones.

Stories about:

Lessons learned
Small wins
Daily observations
Struggles and pivots

Because anything can be a story if you are paying attention. And over time, these are the stories that build trust.

🚫 The biggest mistake when marketing “community”

This one is simple, and a bit uncomfortable:

Do not talk about a community you don’t have yet.

It is tempting. Everyone does it.

But it is far more powerful, and honest to say:

“We are building a community of…”

Instead of pretending it already exists.

Why?

Because people can feel the difference.

As coworking becomes more competitive, spaces without a clear purpose, or without clearly communicating that purpose, will get left behind.

It is no longer enough to be “a nice space.”

You need to be clearly for someone.

And you need to say it. Repeatedly.

In sum

It’s not about writing better copy. It’s about being more honest.

The spaces that tell the best stories are the ones that involve their members in what they are building, ask better questions, and aren’t afraid to share something before it’s perfectly wrapped up.

Because in the end, your community is not your marketing angle. It is your product.

Come back for Part 2, next week!

The topic for next week is:

"Community Storytelling Done Right - With Cat Johnson (Part 2)" 📖

If you missed last week's newsletter, check it out here:

"Top Graphic Design Tools for Coworking Spaces (2026)" 🎨

Reply to this email if you have any questions, disagree with something I said, or have a suggestion for a collaboration/future topic. I'm always happy to stay in touch.

Share this newsletter with someone if you think they might find it useful. Share the subscribe link with them or check all previous editions here.

See you next Wednesday and happy coworking! 🥳

Rosee from Cobot Coworking Software

Coworking Software

Cobot Coworking Software, 2026

Consent to the use of cookies

Cookie Preferences

Coworking Marketing #58 - Community Story Telling Done Right - With Cat Johnson (Part 1)