When businesspeople started organizing trade groups, the goal is to protect business interests. As the business landscape evolved over the years, trade groups have also matured. Naturally Austin best exemplifies this growth and evolution of trade groups. They know that there is more that needs to be done for businesses to be sustainable. So they also focused on equally important tasks, like learning about new niches in business and learning how to help new businesses to thrive. They promoted responsible entrepreneurship and encouraged businesspeople to also become community leaders. Naturally Austin is a collective, comprised of professionals with experience and expertise. They want to share with each other what they know about managing problems, exploring opportunities, and optimizing resources.