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Why Communities Make or Break Your Growth with Author Ryan Hamilton

Oct 7, 2025
In this engaging conversation, Ryan Hamilton, a marketing professor and author of "The Growth Dilemma," reveals the intricate dynamics of customer communities. He explains how growth hinges on managing relationships rather than merely acquiring customers. Listeners learn about the four relationship types within client bases and the importance of nurturing connections to avoid conflict. Ryan shares insights from brands like Nike and Carhartt, illustrating how strategic community engagement can unlock exponential growth and influence. Prepare for some surprising revelations on community dynamics!
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INSIGHT

Growth Is About Managing Inter-Segment Relationships

  • Growth is more than adding customers; it's managing relationships between customer segments.
  • Incompatible segment mixes can inhibit growth or cause customer loss.
ADVICE

Classify Your Customer Relationships

  • Identify which of four relationship types your customers form: separate, connected, leader-follower, or incompatible.
  • Use that classification to design how you scale and serve each group.
ANECDOTE

Nike's Walled Gardens Worked

  • Nike created walled-garden sub-communities for runners and basketball players and succeeded by serving each group distinctly.
  • Breaking those walls under a new CEO damaged perceived service and hurt Nike's stock.
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