Marco Labs Episode 9: Building Transformative Communities with Andrew Yeung

Welcome back to Turning Companies Into Communities.

Today’s conversation is a special one, featuring Andrew Yeung, a legendary community builder with roots in Silicon Alley and experience at companies like Google and Facebook.

I had seen a Business Insider article about Andrew, attended one of his events, but really got to know him as I started attending his more intimate Junto dinners.

Andrew has not only hosted hundreds of events for 25,000+ attendees but also redefined what it means to create spaces where people truly connect.

It’s been incredible to see the growth in just a couple of short years, as he’s gone on to produce events across the country, bringing some of the brightest minds in tech together.

As we dove into Andrew’s story, I couldn’t help but draw parallels to what we’re building at Marco Experiences.

From curating intentional gatherings to emphasizing the human need for connection, our approaches align in fascinating ways.

The Foundation of Community: Shared Values and Connection

Andrew’s love for community is deeply personal.

Growing up as an only child who moved frequently, he craved connection and belonging.

One of my favorite stories about Andrew is that he spent the first 18 years of his life in China, moved to several countries, and moved to New York to work at Facebook during the pandemic.

He moved here knowing basically noone - he ended up going on Fishbowl, which is Reddit for management consulting (although he wasn’t a consultant), Twitter, and Facebook groups. He shamelessly messaged people, and quickly developed a massive community online.

It’s no surprise that his events—from 2,400-person tech gatherings to intimate 16-person dinners—focus on fostering authentic relationships.

At Marco, we share a similar belief: companies thrive when people connect on a deeper level. Whether it’s a leadership offsite or a team retreat, we design experiences that go beyond logistics to create moments of shared meaning. Like Andrew, we ask ourselves, “What is the intention behind this gathering?”

Key Lessons from Andrew’s Playbook

Andrew’s success isn’t just about throwing great parties. It’s about intentionality, thoughtfulness, and creating value. Here are some standout principles that resonate deeply with Marco’s mission:

1. Curate with Purpose

Andrew emphasizes the importance of who’s in the room.

For him, a successful event starts with understanding the profiles and goals of attendees, whether it’s a dinner for B2B SaaS founders or a networking event for tech leaders.

At Marco, we take a similar approach. Our offsite planning begins with understanding a company’s goals—whether it’s fostering collaboration, celebrating wins, or brainstorming new ideas—and then tailoring the experience to achieve those outcomes.

2. Unique Mechanics Matter

From rotating dinner groups to pre-event mingling, Andrew’s events include thoughtful mechanics that encourage meaningful engagement. As he says, “It’s not just about putting people in a room; it’s about helping them unlock their best selves.”

Marco employs similar strategies, such as rituals and team-building exercises, to spark creativity and connection. For example, our team often incorporates guided prompts or shared activities that help attendees open up and bond in unexpected ways.

3. Set the Stage with Hospitality

Andrew draws inspiration from Danny Meyer’s Unreasonable Hospitality, ensuring every touchpoint—from invitations to post-event follow-ups—is exceptional. His handwritten notes and carefully selected venues create a sense of care that attendees don’t forget.

At Marco, we extend this same level of hospitality to our clients. Whether it’s a welcome gift waiting in their hotel room or a personalized itinerary, we believe small gestures make a big impact.

The Power of IRL (In Real Life)

Andrew’s favorite mantra is “IRL is better than URL.”

While online platforms like Twitter and Reddit helped him build his community, the magic happens when people meet face-to-face. He shared how his events have sparked friendships, partnerships, and even angel investments—all outcomes that wouldn’t have been possible in a purely digital setting.

At Marco, we see the same dynamic play out. When companies bring teams together in person, the results are transformative. Conversations flow more naturally, collaboration becomes seamless, and relationships deepen in ways Zoom simply can’t replicate.

IRL vs. URL: Why In-Person Beats Online Every Time

While digital platforms like Twitter, Reddit, and plenty of cold DM’s to meet people have invaluable in helping Andrew grow his audience and network, Andrew believes nothing compares to the energy and connection of in-person experiences.

Here’s why:

1. The Magic of Presence

Digital interactions often lack the nuances of face-to-face communication. Social cues like body language, tone, and eye contact are hard to replicate over a screen. In Andrew’s words, “Nothing replaces the feeling of being in a room with people you’re excited to meet.”

At Marco, we see this every day. Whether it’s a team offsite or a leadership retreat, the serendipity of hallway conversations or shared meals creates moments of connection that can’t be planned but often leave a lasting impact.

2. Vulnerability and Trust

Andrew highlighted how intimate settings, such as small dinners, foster openness and vulnerability. These moments often lead to deeper relationships, as attendees feel comfortable sharing personal stories or challenges. As Andrew shared, “It’s in those smaller, curated spaces where real transformation happens.”

This aligns with Marco’s approach to offsites: creating rituals and formats that encourage people to open up and connect on a human level. These are the moments that lead to stronger teams and a greater sense of community.

3. The Energy of Shared Space

The buzz of an in-person event—the laughter, the spontaneous brainstorming, the clinking of glasses—can’t be replicated on a Zoom call. Andrew aptly pointed out that digital meetings often feel transactional, while in-person gatherings allow for the kind of free-flowing conversations that spark new ideas and partnerships.

At Marco, we’ve seen this dynamic play out when product teams collaborate face-to-face or when leadership teams align on vision during an offsite. These interactions are what drive innovation and connection.

4. Loneliness and the Need for Belonging

Andrew’s journey underscores a broader societal issue: the epidemic of loneliness. Despite the rise of online communities, many people still feel isolated. As he shared, “Social media is omnipresent, but it can’t replace the feeling of being in a room full of people who understand and support you.”

Marco’s mission is to address this need for belonging within companies. By bringing teams together in meaningful ways, we help organizations foster a culture of connection and camaraderie.

Community Lessons for Companies

Andrew’s experiences offer invaluable lessons for companies looking to strengthen their internal and external communities:

• Intentional Experiences: Define the “why” behind your gatherings. Are you building trust among employees? Engaging clients? Aligning on a vision?
• Mix of Formats: Like Andrew’s events, corporate gatherings can range from large conferences to small, curated dinners. Tailor the format to the goals and participants.
• Foster Vulnerability: Andrew’s dinner prompts, which encourage attendees to share something they’re proud of and something they’re struggling with, break down barriers and build trust. Companies can create similar moments to strengthen bonds among employees or clients.