From Customers to Champions: How Shalom Lamm Builds Communities That Power Growth

For startups and mission-driven ventures alike, the path to sustainable growth rarely begins with big marketing budgets or celebrity endorsements. Instead, it often starts with something more authentic—and more powerful: community.

In the age of noise and digital saturation, building a loyal base of early believers—your first 100 superfans—can do more to propel your business or movement than a thousand paid ads. This strategy, known as community-led growth, has become a blueprint for modern success.

And few understand its impact better than Shalom Lamm, a seasoned entrepreneur and founder of Operation Benjamin, a nonprofit dedicated to correcting historical injustices by restoring the identities of Jewish-American soldiers misidentified in World War II.

From real estate to social impact, Lamm has repeatedly proven that when you empower your community, they don’t just support your mission—they amplify it.

What Is Community-Led Growth?

Community-led growth is a go-to-market strategy that prioritizes building deep, authentic relationships with your users or supporters. Rather than viewing your early customers as mere transactions, you treat them as collaborators, co-creators, and ambassadors.

Your first 100 customers aren’t just beta testers—they’re your sounding board, your voice in the market, and your most effective referral engine. And when treated with care and transparency, they evolve into loyal evangelists who will bring the next 1,000 through the door.

Shalom Lamm’s Approach to Building Superfans

When Shalom Lamm launched Operation Benjamin, he didn’t start by building massive PR campaigns. He started with the families—those directly affected by the mission. By involving them in the process of research, ceremony, and historical correction, he created not just support, but emotional investment.

“These weren’t just families of soldiers,” Lamm says. “They became guardians of the mission. They told the story better than we ever could. That’s how the community became the movement.”

This philosophy—of empowering those closest to the mission to become its most passionate advocates—can be applied to startups just as effectively as nonprofits.

Lesson #1: Give People Something to Believe In

Your product or cause must resonate on a level beyond utility. In the case of Operation Benjamin, the belief is simple and powerful: every fallen soldier deserves to be remembered accurately.

For startups, this means aligning your product or brand with values that your audience shares. Whether it’s sustainability, innovation, or inclusivity—your community must feel like they’re part of something bigger than a purchase.

Lamm explains: “People don’t join communities to consume. They join to belong, to contribute, and to see themselves reflected in the mission.”

Lesson #2: Involve Your Community in the Process

Superfans are created through involvement. Lamm didn’t just deliver results to families—he brought them into the process. They helped research. They helped advocate. They attended the ceremonies.

In a business context, this means creating opportunities for your early adopters to shape your product or service. Ask for feedback. Host user roundtables. Let them in on early features. Make them feel seen.

“When people help build the solution,” Lamm says, “they become emotionally invested in seeing it succeed.”

Lesson #3: Celebrate and Spotlight

Shalom Lamm ensures that families and supporters of Operation Benjamin are publicly acknowledged for their role. Whether it’s through ceremonies, media coverage, or personal letters, gratitude is a core pillar.

For businesses, highlighting your superfans through testimonials, case studies, or even just public thank-yous can reinforce loyalty and inspire others to get involved.

Lesson #4: Scale Intimacy, Not Just Numbers

Community-led growth doesn’t mean you stop caring once you hit your first 1,000 customers. The goal is to scale the intimacy and authenticity that defined the early days.

Lamm continues to personally correspond with families, ensuring that the organization never becomes disconnected from its purpose.

For entrepreneurs, this means continuing to build customer relationships, engage directly on social platforms, and create channels for meaningful dialogue as you grow.

Final Thoughts: Build With People, Not Just for Them

Shalom Lamm’s journey with Operation Benjamin is a reminder that the most enduring movements—whether in business or social impact—aren’t built on transactions. They’re built on trust, shared values, and deep community ties.

Your first 100 customers are not the end goal. They are the spark.

Treat them as collaborators. Invite them into your mission. Empower them to lead alongside you. And like Shalom Lamm, you’ll discover that your community isn’t just an audience—it’s your greatest asset.