“I don't want to calculate my churn without knowing every single person who leaves.” - Meg
We’ve all been there - excited to join a course or program, swipe the credit card, and then you’re in “community”. Which is really a noisy Facebook group where everyone is selling to each other, the mods are delete-happy with any comments that raise questions about program delivery, and the “founder” (who was the reason you joined) is nowhere to be seen.
Doesn’t really feel like a community, now does it? In fact, you might even feel like you’re treated as a commodity. As Jessica says, “Their responsibility to you ended the minute they got your credit card.”
But for smaller businesses, community is the lifeblood of a strong business. And when we are talking about community, we’re not just talking about an online platform where you can post in a forum. We’re talking about, as Meg says, “people who give a sh*t about each other”.
When you’re in community, resource is shared differently beyond just money. Trust is exchanged, a positive feedback loop begins to build around shared relationships. This episode is airing now, two weeks into the LA fires, where community is the most enduring resource that will help the area get through this time.
In today’s podcast, we dive into the Aggressively Human philosophy of Community > Commodity.
Why being part of a community where everybody knows your name is a business advantage, not just a feel-good moment.
The difference between real community and what most online businesses call "community" (hint: it’s not a forum or a membership site).
How reciprocity flips the script from one-off transactions to a gift economy that ripples and expands out farther than you can see.
Why community is so "hot" right now—and why it’s impossible to maintain if you’re only in it for the money.
How pools, hubs, and webs are more than just metaphors—they’re frameworks for how communities are shaped
The problem with treating your clients as commodities and what it really takes to create loyalty and trust.
How community creates shared values and language that lead to better retention, referrals, and results.
Missed our previous “pillar philosophy” episodes?
“I want to be in your world, regardless of whether or not you're paying me, because that's what community really is to me. That’s what sets me apart from other providers who are like, ‘I'm just going to drop you because you're no longer in a transactional relationship with me.’” - Jessica
Mentioned in the Episode:
Getting Brand Communities Right (pools, hubs, webs metaphor)
Expert Up Club - Dr. Michelle Mazur
A Wild New Work Podcast - Megan Leatherman
Referral Worthy Podcast - Dusti Arab
Savvy Social School (now the Mindful Marketing Lab) - Andreá Jones
Mighty Networks People Magic - Gina Bianchini
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