"Where everybody knows your name": the power of community over commodity

“I don't want to calculate my churn without knowing every single person who leaves.” - Meg

For businesses like ours, 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”.

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.

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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Meg Casebolt

Jessica Lackey

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com