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017: How a $2B Brand Used Community to Drive Growth with Jonathan Cronstedt — Part II

Ten Years In The Making

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The Importance of YAPO

YAPO is basically asking how much can we charge in order to get the perfect number of people paying us the maximum amount. And so we're just going to keep raising our prices until we start losing enough people that raising our prices doesn't help. That's not a sexy story. It's way sexier to be like, all I care about is making you more money than you ever give me in multiples. "I love it and I know you'll love it if that's how I'm playing," he says.

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