Joining the conversation is Nathan Fraser, a marketing expert known for building thriving online communities and overcoming advertising restrictions. He redefines the concept of cults, proposing that some can be beneficial and essential for businesses. The dialogue covers challenges in restricted advertising, especially in the cannabis industry, and the power of video content for community engagement. Fraser also shares insights into crafting headlines that capture attention without resorting to clickbait, all while emphasizing the emotional support found within communities.