In my latest episode of The Shades of Entrepreneurship™, I had the pleasure of sitting down with Dan J. Berger, an Israeli-American entrepreneur and the author of The Quest: The Definitive Guide to Finding Belonging.
Dan’s journey is one of resilience, innovation, and a deep commitment to fostering connection—both in business and in life.
The Power of Belonging: From Social Tables to Assemble Hospitality
Dan’s career has been a testament to the power of building meaningful relationships. He founded Social Tables, an event planning software company that revolutionized how people come together.
After growing the company to a point of acquisition by Cvent for $100 million, Dan didn’t stop there.
His latest venture, Assemble Hospitality Group, is redefining lodging concepts for corporate retreats, proving that fostering a sense of belonging isn’t just a social construct—it’s a business strategy.
Throughout our conversation, Dan emphasized that whether it’s a software platform, a hospitality business, or a personal journey, the need for belonging drives success. Companies that cultivate the power of belonging create stronger teams, more engaged employees, and loyal customers.
What Does It Mean to Belong?
Dan’s book, The Quest, breaks down belonging into actionable insights. As entrepreneurs, leaders, and community builders, we often focus on profits, growth, and innovation. But Dan reminds us that at the heart of every great company is a culture of inclusion.
People perform their best when they feel they are part of something bigger than themselves.
He introduced a framework for belonging that resonated deeply with me as an entrepreneur:
Shared Purpose – Successful organizations define a clear mission that employees and customers can rally behind.
Mutual Respect – Companies thrive when they create environments where everyone feels heard and valued.
Intentional Community – Great businesses aren’t just about transactions; they’re about relationships that foster trust and collaboration.
The Business Case for Belonging
Dan didn’t just talk about belonging as an abstract concept—he backed it up with real-world impact. Studies show that workplaces where employees feel a strong sense of belonging see:
✅ Higher retention rates – People stay where they feel connected
✅ Increased productivity – Employees who feel included are more engaged
✅ Stronger innovation – Psychological safety leads to creative problem-solving.
For entrepreneurs, the takeaway is clear: fostering belonging isn’t just good for people; it’s good for business.
Lessons for Entrepreneurs
As I reflected on my conversation with Dan, I thought about my own entrepreneurial journey and the work I do with The Shades of Entrepreneurship. Dan’s insights reinforced something I’ve believed for a long time—success isn’t just about what you build; it’s about who you build it with.
So, I leave you with this question: How are you cultivating belonging in your business?
Whether you’re leading a startup, managing a team, or building a brand, investing in community and connection can be the difference between success and stagnation.