A Premiere That Shook the Internet
The entire commotion started with the official premiere of the new Thermomix model, during which the product was presented on a large screen, and the gathered crowd spontaneously began to sway. That was enough for recordings of the event to spread rapidly across social media.
Community or Crowd? – Social Networks According to Dr. Zenon Waldemar Dudek
Zenon Waldemar Dudek, a cultural psychiatrist, creator of the "Life Line" personal development program, and author of books such as "Jung’s Integral Psychology," "Psychology for Leaders," and "Archetype Clinic," developed a matrix of social networks, distinguishing four fundamental levels:
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Apprentice Level
Group – "There’s a task to complete"
Description: People gathered to accomplish a task.
Leadership Style: Authoritarian, focused on concrete results.
Call-to-Action: "Do. Act. Don’t overthink."
Leadership Style: Authoritarian, focused on concrete results.
Call-to-Action: "Do. Act. Don’t overthink."
Group: people gathered to accomplish a task.
Assistant Level
Crowd – "We’re participating here and now"
Description: A mass of anonymous individuals driven by emotions.
Leadership Style: Charismatic leader who captivates with energy and a compelling message.
Call-to-Action: "Feel it. Let yourself go."
Leadership Style: Charismatic leader who captivates with energy and a compelling message.
Call-to-Action: "Feel it. Let yourself go."
Crowd: a mass of anonymous individuals driven by emotions.
Expert Level
Team – "We are one"
Description: Collaboration of autonomous individuals focused on a common goal.
Leadership Style: Participatory, engaged leader.
Call-to-Action: "Let’s cooperate. Act. Achieve."
Leadership Style: Participatory, engaged leader.
Call-to-Action: "Let’s cooperate. Act. Achieve."
Team: collaboration of autonomous individuals focused on a common goal.
Master Level
Community – "We are an idea; we have a mission"
Description: A community united by a common idea and shared values.
Leadership Style: Visionary leader inspiring action.
Call-to-Action: "Inspire. Create. Transform."
Leadership Style: Visionary leader inspiring action.
Call-to-Action: "Inspire. Create. Transform."
It’s clear that the community centered around this product shares many characteristics of a true community. It consists not only of users but also of people united by a common idea of convenience, quick cooking, and a healthy lifestyle.
What Do Event Participants Say?
I asked Malwina Piekut, one of the leaders at Vorwerk (the manufacturer of Thermomix), how she perceives the community around the product. Is it simply loyal users or a real community?
Malwina Piekut, leader of Thermomix
"In my opinion, these two things are not mutually exclusive – they actually complement and reinforce each other. The Thermomix community consists of both loyal users and a true community. Loyalty toward the product often leads to deeper engagement. People who appreciate its functionality willingly share their experiences and recommend it to others. Over time, some decide to join us at work and start spreading their love for Thermomix to new people. It’s at this stage that real relationships are formed – new colleagues organize meetings, exchange knowledge, and support each other.
This is especially evident in social media activity – in Facebook groups, users share recipes daily, inspire one another, and help discover new device functions. Culinary workshops are also popular, where Thermomix enthusiasts can cook together, learn new techniques, and share experiences. All of this turns Thermomix into more than just a device – it becomes part of a lifestyle and a larger community.”
I asked Małgorzata Szulińska what surprised her most about the audience’s reaction during the Thermomix presentation.
Małgorzata Szulińska, team leader in Vorwerk
"If you’re asking about our reaction – those of us who had the pleasure of attending the event – I’d probably point to the discipline. We’ve had opportunities to meet internationally before, but this was an unfamiliar format, wrapped in an air of mystery. The organizers managed to masterfully build suspense, making emotions grow with every minute. Controlling such a large crowd (over 2,500 people) from different continents, countries, and cultures – with all the varying ways of expressing emotions – is no easy task. Anything could have happened. Usually, our gatherings are filled with spontaneity, joy, and excitement, but this time curiosity about what was about to be revealed took center stage. We calmly followed a never-ending parade behind giant colorful butterflies without pushing or shoving, then waited for the next parts and surprises of the evening. The excellent staging, attention to detail, and the climax – the unveiling of the new TM7 model – left a huge impression on us, and the emotions will stay with us for a long time.”
Looking at social media reactions to the news of the new Thermomix model, it’s a different story: thousands of memes, reels, comments, out-of-context snippets, debates, comparisons, polarization – pure fuel for the fire.
Malwina and Małgosia added a few clarifications and corrections:
• We weren’t performing any ritual or tribal dances. There was a moment after the official part when we received 3D glasses and could briefly celebrate Valentine’s Day. Thousands of hearts lit up, and we could express our joy.
• We are not an MLM structure. We don’t build pyramids or sales networks.
• We’re more of a team than a community.
• Emotions are an important part of our work – it’s our asset, not a weakness.
The surprises didn’t end when we left. Outside, new black coaches with prominent TM7 branding (instead of the pink event-logo ones) awaited us, and charming, themed door hangers appeared in the hotel rooms.
My Experience with Direct Sales Culture
Twenty-five years ago, at the beginning of my career, I responded to an ad: "Office work without experience – not door-to-door sales." It turned out to be direct sales of discount cards. The very next day, I was approaching passersby and congratulating them on being "honored guests" of a now-closed restaurant.
Cezary, at the age of 20 (in 1999), was promoted to the position of manager at York Advertising.
Before heading out to the streets, a group of 40 people would sing songs about discount cards and a “rhinoceros plowing the field.” Embarrassment – especially when I ran into my university friends – mixed with euphoria and a sense of community when returning to the office. This experience taught me how strong bonds formed around a common goal can be.
Direct sales – Community or Pyramid or ... Pizza?
When the pyramid is turned upside down, it looks like a pizza ;)
Companies operating under the direct sales (MLM) model evoke strong emotions. Their marketing budgets often go into distribution networks through commissions, enabling the creation of strong, loyal communities instead of spending millions on mainstream advertising. This community is precisely what makes many partners feel part of something bigger. Enthusiasm and loyalty arise from deep engagement, not just financial incentives.
When I was 20, thanks to a community like that, I drove a sports Toyota Supra and lived in Sopot. A year later, after leaving that community and launching my own business without preparation, I experienced bankruptcy. This shows how powerful – and risky – the force of community can be.
Is Thermomix the Beginning of a New Religion?
Some internet users compare the Thermomix launch event to religious gatherings: collective swaying, a sense of unity, and euphoria resembled fan conventions or spiritual assemblies. What some mock, others see as a testament to the brand’s power and deep customer identification with the product.
Summary and Takeaways for Marketers
Both the admiration and criticism directed at Thermomix boil down to the same phenomenon – building a genuine community. Most companies talk about "creating community," but in reality, they often only have crowds or customer groups.
Want to build real teams and communities around your brand? Learn the psychological mechanisms behind how they form. During our workshops, based on Dr. Zenon Waldemar Dudek’s social network matrix, we demonstrate how to create an environment where people are authentic, motivated to collaborate, and eager to inspire others.
The true power of a brand lies not in advertisements but in the people who believe in it.
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