INTERVIEW
Growing a Community Sarah Porter spoke with Ricardo Molina of BrightBull Marketing about how Inspired Minds rose from the ashes to achieve such incredible growth and success.
S
arah Porter is the CEO and Founder of Inspired Minds, a global community working in emerging technology and Artificial Intelligence, specifically to accelerate progress towards things like the United Nations Sustainable development goals. In just 5 years, this community-led business has grown to a community of over 200,000 people across 167 countries. Sarah spoke with Ricardo Molina of BrightBull Marketing about how Inspired Minds have achieved such incredible growth and success.
Tell us how Inspired Minds came about. I took a role in a corporate organisation where I was looking at mergers and acquisitions and I fell out of that role quite badly; I belong in a situation where I’m creating my own things. As a result of this I lost my home, my job, my marriage fell apart very quickly and I found myself in a situation where I had a nervous break down. I had to completely reset everything I thought about myself, the world and what I was going to do next. Out of that is where Inspired Minds came from. I wanted to build a community that would make substantial change in the world. One of the first things I did was try to get funding and investments and everybody I spoke to just said no. I probably spoke to about 200 people and in the end I sold my home, took the money from that sale, backed myself and got some traction with what I was doing. Subsequently two people that I originally talked to actually invested.
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COMMUNITY LEADERS
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How would you define Inspired Minds as a community. Initially I wanted to build a community where we were able to bring together people that had commonalities. Specifically in terms of who they were in that community and the parts they had to play. I also wanted to engage the people that were going to potentially not want to be involved in the community but had a role to play. This could be a head of Government or a big tech organiser. So I built a holistic view of this ecosystem and what I believed it should look like. I saw inspired minds as being the connecting tissue between these people. This is how we then created moments in time, which, for us translated into summits, products, media articles and lots more.
Can you explain a bit more about the moments in time? Our first moment in time was the World Summit AI. We hired a disused gas works in Amsterdam to hold the event. Everything I did was about triggering emotions through the experience that people had and building connections in the community. I then set about finding specific people in the community who became emotional contagion actors and who started to build the community.
How did you go about finding the emotional contagion actors/influencers? I identified the people that actually clashed heads in this field, why they were clashing heads and how we should go about changing that friction
ABOVE: Ricardo Molina talks to Sarah Porter
into something positive so that it was actioning change. We took some of these people as pillar heads and positioned them within our community. We then found that the subsets beneath them would start to follow. I learnt everything I could about the key people I knew were the conduits to that successful ecosystem. When you break down each of the individual people in your ecosystem in terms of the reasons they are doing what they are doing and why it is important to them then you can work on how to help them achieve that.
What have been your key milestones in the last 5 years? One was when we formed a group called Aider AI. This is a not-forprofit which brought together 18 interdisciplinary folk who were the biggest people in Artificial Intelligence and other areas that we thought were important. We had Professor Gary Marcus, Johanna Bryson, and The World Economic Forum join that board. When building a community you need a collective wisdom behind you. The next milestone was when got an angel investor on board early on, they saw what we were doing and wanted to be a part of it It gave us belief in our organisation that someone else shared our vision and were willing to put money into it.
