Maz Brumand is joined by Robbie Kellman Baxter, a speaker and bestselling author known for her insights on the membership economy. They dive into the significance of aligning business models with customer needs and fostering long-lasting relationships. Topics like balancing privacy with personalization, the vital role of trust in member relations, and the concept of 'forever transactions' take center stage. Baxter also discusses community engagement as a driver for self-esteem and the challenges of subscription fatigue in a rapidly evolving market.
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insights INSIGHT
Family Business Long-Term Mindset
Family-owned businesses excel in membership models due to their long-term focus.
They prioritize customers' well-being over short-term financial results.
insights INSIGHT
Membership Aligns Incentives
Membership incentives align company and customer interests to focus on value.
Health companies should prioritize member benefit over product sales to earn trust.
volunteer_activism ADVICE
Serve Clearly, Protect Privacy
Understand who you're serving to create trust and recognition.
Use minimal data ethically to provide personalized, predictive support without invading privacy.
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Robbie Kelman Baxter's "The Forever Transaction" builds upon the concepts introduced in "The Membership Economy," focusing on creating long-term relationships with customers. The book emphasizes the importance of building trust and loyalty to foster recurring revenue and sustainable growth. It explores strategies for creating a sense of community and belonging among customers, encouraging repeat purchases and referrals. Baxter provides practical advice on how to design products and services that encourage ongoing engagement and loyalty. The book is a valuable resource for businesses seeking to cultivate lasting relationships with their customers and build a resilient business model.
The membership economy
Robbie Kellman Baxter
Robbie Kelman Baxter's "The Membership Economy" explores the shift from transactional business models to recurring revenue models based on membership. The book delves into the strategies and tactics for building successful membership businesses, covering topics such as pricing, community building, and customer retention. It provides a framework for understanding the unique challenges and opportunities of this business model, offering practical advice for entrepreneurs and business leaders. Baxter emphasizes the importance of creating value for members and fostering a sense of community to drive long-term success. The book is a valuable resource for anyone looking to build a sustainable and profitable membership-based business.
Levels Head of Business, Maz Brumand, sat down with speaker and bestselling author of “The Membership Economy,” Robbie Kellman Baxter. They chatted about the idea of membership as well as how it relates to Levels and our business model.
Levels helps you see how food affects your health, empowering you with the tools needed to achieve health goals and improve healthspan. Levels Members gain access to the Levels app and continuous glucose monitors (CGMs), providing real-time feedback on how diet and lifestyle choices impact your metabolic health.
Look for new shows every month on A Whole New Level, where we have in-depth conversations with thought leaders about metabolic health
(06:34) - Recognize who you are serving
(08:55) - The trade-off between privacy & personalization
(10:36) - The importance of trust
(18:39) - Creating community
(26:23) - The power of super users
(32:59) - Subscription and “forever” transactions
(35:36) - Optimizing long term relationships
(41:04) - Subscription fatigue
LEVELS – A Whole New Level 
