Culture Crush 3 Community Building Lessons from 'Human-Centered Marketing'
On this episode of Culture Crush, host Dan sits down with Ashley Faus, author of the just-launched “Human Centered Marketing”, to break down what truly makes communities tick in today’s rapidly evolving digital landscape.
Ashley, fresh off her book launch and gearing up to teach at Stanford, shares candid lessons from her own experiences, from resisting broadcast-style marketing to embracing vulnerability and real human connection (even in a post-Zoom-fatigue era).
Grab your copy of Ashley's book here.
Questions to reflect on while listening:
1️⃣ Think of a brand you love - what helps you feel a sense of deeper connection?
2️⃣ When have you felt truly seen by a group? What made the difference?
3️⃣ Are connections being damaged by tech and efficiency?
Episode Highlights:
Community isn’t about YOU! Move from broadcast to real conversation.
Ashley shared the “social spectrum” of community, showing how the most impactful brands go beyond ‘amplify our message’ and start creating spaces where others talk to each other, and not just about the brand.
Small, deep connections matter more than big numbers.
Forget the pressure to “go big or go home.” Meaningful progress often starts with 10 purposeful relationships, not 10,000 faceless likes. Focus on value exchanges and helping each other out, even if it’s behind the scenes.
Be honest about your intention: don’t fake community for sales.
People can spot a pitch from a mile away. Ashley’s advice: if you’re here to sell, be transparent. If you want to build trust, think about what you can genuinely offer, (connections, knowledge, referrals, etc) not just a sales transaction.
Wondering whether to build your own group or join existing ones? We unpacked that too, plus why investing in self-sustaining communities (where members talk more than you do!) is the new competitive advantage.
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Ps.
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Chapters
00:00 Failed Book Attempt Shared
05:30 Embracing Connection on Stage
09:19 Connecting Meaningfully Amidst Zoom Fatigue
12:49 Balancing AI, Video, and Human Connection
13:57 "Trust Famine and Authentic Community"
18:35 "Brands Stuck in Conversation Phase"
22:49 "Joining Conversations: Brands & Creators"
26:35 Mutually Beneficial Networking Connections
30:11 Value Deep, Not Wide, Connections
31:31 Build or Join a Community?
36:42 Event Planning Challenges at Atlassian
40:16 Creating Authentic Group Experiences
44:08 "The Art of Genuine Curiosity"
46:44 "Networking: It Depends on Goals"