I finally decided to take the plunge, and investigate Second Life. There are too many smart and influential people getting into it for me to keep avoiding it. So I signed up, choosing a surname from the rather curious selection on offer and downloading the client software. Then โ very cheekily โ came the bribe. They offer you cold, hard (er, virtual) cash to spread the word to some of your mates. This is before youโve even fired up the software. And if you donโt take up their kind offer immediately, the cash incentive goes away. So this is how to build a community: make people evangelise a product they donโt even know yet.