This week we’re talking the membership economy with the knowledgable expert, Robbie Kellman Baxter. In this explained episode, Erica and Robbie chat through what exactly the membership economy is, why Robbie thinks those companies are best set up for success in the coming decade, and how Robbie coins terminology that the industry adopts. She has a fascinating path starting off in consulting and carving her niche as the world's expert on the membership economy.

Robbie Kellman Baxter helps companies leverage subscription pricing, digital communities, and freemium models to build deeper relationships with customers. Over the past 21 years, she has worked with over 100 organizations in over 20 industries like the National Basketball Association, Hagerty, The Wall Street Journal, Microsoft, and Ingram Micro.

As a keynote speaker, she has presented globally at major conferences, association meetings, trade shows and elite universities as well as to private audiences at many of the world's most well-known companies. She hosts the podcast, “Subscription Stories,” where she sits down with business leaders to discuss how they’re using subscription pricing and membership models to redefine the biggest industries and generate predictable recurring revenue. Robbie has also developed and taught nine video courses for LinkedIn Learning on business topics ranging from innovation to customer success and membership.

Her first book, “The Membership Economy: Find Your Superusers, Master the Forever Transaction & Build Recurring Revenue,” anticipated and defined the massive transformation from ownership to membership and the rise of subscription pricing. It was named a top 10 marketing book of all time by BookAuthority. Her second book, “The Forever Transaction,” takes readers through every step of the subscription business process – from initial start-up or testing of a new model to scaling the operation for long-term growth and sustainability. Prior to launching Peninsula Strategies, Robbie was a strategy consultant at Booz-Allen & Hamilton, a New York City Urban Fellow, and a Silicon Valley product marketer. She received her MBA from the Stanford Graduate School of Business and graduated with honors from Harvard College.

Twentysomethings, tune in now for a jam-packed chat on all things membership economy.

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Robbie Kellman Baxter: @robbiebax

Buy The Membership Economy here

Buy The Forever Transaction here

Erica Wenger: @erica_wenger

Dear Twentysomething: @deartwentysomething

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