Marketing Against The Grain How To Build A $20k/month Community Business (Beginner’s Guide) | Greg Isenberg (#187)
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Jan 2, 2024 
Greg Isenberg, CEO of Late Checkout, shares his insights on building community-driven businesses. He differentiates between an audience and a true community, stressing the importance of authentic engagement. The discussion covers the TRIBE framework and how to turn customers into loyal advocates. Isenberg also highlights the challenges and strategies of creating exclusive communities, emphasizing uniqueness and connection in a crowded market. He warns that as AI evolves, only well-established communities will thrive, making community equity vital for success.
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Defining Community
- True community-based products are magical and involve design, brand, product, and social aspects.
- They evoke passionate responses and differ significantly from mere audiences.
Audience vs. Community
- A multi-million follower meme account on Instagram illustrates the difference between an audience and a community.
- Despite high engagement, the account lacks the core elements of a true community.
Starting a Community
- To start a community, create a physical or digital space to foster togetherness.
- Leverage in-person events to tap into the fundamental human need for social interaction.