Aggressively Human: Online Business in the Age of AI, Algorithms & Automations

You have the right offer. The right audience. A launch plan you’ve run before. So why… isn’t it working?This week, we go behind the scenes of a real launch with Dusti Arab, founder of Referral Worthy and longtime marketing strategist, to talk about what happens when a launch starts strong—and then doesn’t go to plan. Dusti walks us through what she planned for her latest launch, what actually happened, and how she adapted in real time by listening to her audience, adjusting her messaging, and staying rooted in what actually matters: relationships and referrals.* Why Dusti built Referral Worthy for small business owners stuck in the feast-or-famine cycle* What worked—and what didn’t—in her recent launch (plus what she’d do differently next time)* How she used affiliate marketing to fill her challenge (and why it outperformed social)* The realities of evergreen offers and how to make them successful* The tradeoffs of free vs. paid launch events—and how to pick the right one for your goals* How to serve different tiers of clients without burning out or diluting your offers* Why thought leadership needs to come before a big launch* The difference between a launch that flops and a launch that feeds your business in other waysAbout our GuestDusti ArabReferral WorthyResources MentionedBehind the LaunchMike GaninoConnect with UsListen on SpotifyListen on Apple PodcastsSubstack: https://aggressivelyhuman.substack.com/Meg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

Real community isn’t just a forum full of brand users—it’s something deeper, more intentional, and, if done wrong, more likely to fail. So what does it actually take to build a community that works, one that people want to return to again and again? And more importantly, should you even be building one at all?April MacLean joins Aggressively Human to break down what real community building looks like in 2025. * Why most business communities fail (and why just starting a Facebook group won’t cut it).* What must be present in a business before trying to build community.* The three essential conditions that define a real community.* The difference between a support forum and a true community (and why most businesses confuse the two).* What happens when community managers abdicate leadership instead of shaping the space.* Why exclusivity creates stronger connections—and how to keep your community from turning into a ghost town.* The importance of rituals and rhythms that keep members engaged over time.If you’ve been struggling to make your community thrive—or wondering if you should even start one—this episode is a must-listen.About our GuestApril MacLeanHow to People Newsletter: Where sharp eyes meet sharp wit: A weekly look at customer experience through a very human lens.Connect with UsListen on SpotifyListen on Apple PodcastsConnect with Meg and JessicaMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

No matter your relationship with social media and Big Tech… you can’t argue that it’s become more saturated, more based on the algorithm (bye bye followers, hello “for you” feed), and more “pay-to-play”. So, you decide to focus on your newsletter and stop building on rented land. But in order to grow, you’re told to give even more money to the platforms for ads, or spend time every day posting and engaging - ultimately paying with your attention.What if there was another way to grow your newsletter, without relying on social media or paying high rates for ads to Meta, Google, or Microsoft/LinkedIn? What if you could put that money into the hands of fellow creators - and end up with a more aligned audience?Dylan Redekop joins Aggressively Human to break down sustainable, ethical, and cost-effective ways to grow your newsletter—without handing money to Big Tech.Dylan, a newsletter strategist and creator of Growth Currency, shares how he grew his newsletter, landed sponsorship deals, and helps other newsletter operators grow (in concert with Chenell Basilio) without relying on social media. We dive into cross-promotions, creator sponsorships, paid recommendations, and other overlooked strategies that help you grow an engaged audience by directly connecting with and investing in other creators.If you’ve been struggling to expand your newsletter without relying on algorithms or expensive ads, today’s episode is a must-listen.* Why newsletters and email marketing are not the same thing (and why it matters for your strategy).* How to grow your newsletter without social media or Meta ads (including free and paid tactics).* The right way to collaborate with other creators through cross-promotions, guest features, and swaps.* The "hidden" world of creator sponsorships—how to sell and buy newsletter sponsorships the smart way.* What not to do when growing a newsletter (and why some cross-promos kill audience trust).* The truth about paid recommendations (how they work, who gets paid, and whether they’re worth it).* How to use AI and automation to enhance your newsletter without losing your voice.“This is the most meta thing. So you're having to do marketing to get your paid recommendation placed on other people's recommendations widget. Instead, this could be how it works: “Hey, I like you and I have the same audience. I will pay you if you put me as your paid widget.” - JessicaMissed our last episode about consent- and agency-based newsletter practices?Listen to our last episode about Email Automation with Heart with Bev Feldman:About our GuestDylan Redekop, LinkedInChenell Basilio’s Growth in Reverse NewsletterGrowth in Reverse YouTube, co-hosted by Chenell and DylanGrowth in Reverse Community (say hi, Jessica is there!)Post: How To Grow Your Newsletter without Social MediaResources MentionedJosh SpectorCraft and Commerce (Kit Conference, Boise ID)Jordan Gill - Systems Saved Me podcastJustin Moore - Sponsor Magnet bookConnect with UsListen on SpotifyListen on Apple PodcastsConnect with Meg and JessicaMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

Email automation specialist and Kit Ambassador Bev Feldman believes that we can use email marketing software as a way to build relationships while giving your subscribers agency over their inbox experience.There are the illegal “no-nos”: the most egregious email practices that make us want to throw away our phones or hit the spam button. There are the morally gray areas of more manipulative email marketing, or just even a sub-par experience.But in an aggressively human fashion, we can actually not just maintain but enhance our relationship with subscribers by incorporating consent-based practices like landing page customization, email customization, opt-outs, pauses, and segmentation.In today’s episode, we explore the ways automation with heart can improve the relationship with your email list:* The 7 deadly sins of email marketing (and why they’re costing you trust and engagement).* How to define what email marketing tactics are aligned with your values.* Why clear expectations in your welcome sequence are so important to set the tone with new subscribers, especially if they are joining from summits, bundles, or recommendations.* How giving subscribers more choice actually makes your emails more effective.* The consent-based practices that engage your subscribers in a deeper conversation.* Why your best content is getting lost—and how to make sure new subscribers see it.* How to use auto-responders to set boundaries, protect your time, and even generate revenue.Missed our episode with Jeremy about his welcome sequence?Get that here: https://aggressivelyhuman.substack.com/p/13-depth-as-a-feature-not-a-bug“I am really big on being intentional and values aligned with how we do things. So, whereas I might have certain ways that I want to show up and certain tactics I don't feel good doing, that's not to say that they're wrong, off the table, and you shouldn't do them.But if something doesn't feel good to you as a recipient, just because it's “best practices” doesn't mean that you should do it in spite of what your gut is telling you. I think really follow what feels good or doesn't feel good to you.” - Bev FeldmanAbout our GuestBev FeldmanAutomate with Heart NewsletterAdditional ResourcesTad Hargrave’s Marketing for HippiesConnect with Ushttps://aggressivelyhuman.substack.com/Listen on SpotifyListen on Apple PodcastsConnect with Meg and JessicaMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

In the constant push for growth, productivity, and squeezing every ounce of output from our businesses, we rarely stop to ask: What if the goal isn’t to do more? What if it’s to create more space?Operating at 150% capacity might feel like the norm, but that’s only because we’re operating with what Susan Boles calls “default decisions.” Instead, what if we focused on building businesses with margin. Yes financial margins, but going beyond those margins to include emotional and energetic margins?“When you broaden your definition of margins, it gives your business a lot of expansiveness.” - SusanSusan Boles, founder of Beyond Margins, helps business owners create sustainable, human-centered businesses that prioritize calm over chaos. Susan’s approach isn’t about sacrificing profit for peace—it’s about designing a business that works for you, not the other way around. She believes businesses should function at 50% capacity, so when the inevitable chaos hits, you’ve got the space to handle it.In today’s episode, Susan shares how to create breathing room in your business, build systems that serve humans first, and let go of default decisions that lead to burnout. We talk about how Susan had to unlearn urgency, build in rest, and operate at odds of the default expectations of building a business.In today’s episode, hear us dive into a calmer business:* Why building margin into your business is essential and how it helps you weather inevitable chaos.* The "puppy dog" approach to building your business network (and why curiosity and friendliness go further than you think).* The difference between financial, emotional, and energetic margin, and how to build all three.* How Susan’s “potato or tornado” work style inspired a business model that respects her capacity.* Why default decisions are running your business (and how to make them intentional instead).* How standardizing your services first makes automation more effective (and less of a mess).Missed our episode about Simplicity over Systems? You can listen to that here: https://aggressivelyhuman.substack.com/p/11-simplicity-over-systemsAbout Our Guest:Connect with Susan BolesListen to the Beyond Margins PodcastDownload the Services Swipe FileConnect with Us:View the Full Show notes on our Substack: https://aggressivelyhuman.substack.com/Listen on SpotifyListen on Apple PodcastsConnect with Meg and JessicaMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

In a sea of marketing advice and growth hacks, let’s address the elephant in the room. What if the product is the problem?If your product - your podcast, your service, your course - isn’t good enough, no amount of marketing is going to make that product grow. And yet, most courses, cohorts, or even higher-priced coaching programs don’t get into the actual experience of your work. Many providers are just not in the business of experiencing your business and your product (because it’s not as scalable).And so podcast strategist Jeremy Enns has changed his business model to address that core issue. Instead of zigging, focusing on growth through courses and membership - which, as a purchaser, are truly outstanding - Jeremy’s zagging. Instead, Jeremy is embracing depth, obsession over the product, and care.Jeremy is the founder of Podcast Marketing Academy where he helps underdog creators and challenger brands punch above their weight by engineering scrappy, yet sophisticated podcast growth & revenue generation strategies and step-by-step marketing schematics. He’s originally from the cold, barren Canadian Prairies but now lives in sunny Barcelona.In today’s episode, hear how Jeremy’s depth-first approach is changing his business and client results:* Why no marketing strategy can save a product no one wants - and what to do about it.* The ‘aggressively human’ way Jessica and Jeremy met way before Jessica had a business, and how that impacted our relationship.* Jeremy’s evolution from a highly-scaled business model to a high-touch service: why he did it and what it’s unlocking for his clients AND for his revenue* When obsessing over your work is a differentiating factor in your marketing and delivery (and why your clients will thank you for it).* How caring (yes, really) is Jeremy’s most effective marketing strategy, including what Jeremy cares about (and what he doesn’t care about).* The automations that keep Jeremy in touch with his audience without being on the content hamster wheel.About Our Guest:Follow Jeremy EnnsLinkedInScrappy Podcasting Newsletter: https://podcastmarketingacademy.com/scrappy-podcasting-newsletter/Podcast Marketing Trends Explained Podcast: https://podcastmarketingacademy.com/podcast-marketing-trends-explainedPodcast Marketing Academy YouTube: https://www.youtube.com/@podcastmarketingacademyResources Mentioned:* The Do Lectures* https://hiutdenim.co.uk/* NeuroDiversion 2025 (the conference from the World Domination Summit creators)Connect with Us:View the Full Show notes on our Substack: https://aggressivelyhuman.substack.com/Listen on SpotifyListen on Apple PodcastsConnect with Meg and JessicaMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

Jessica Mehring, founder of Horizon Peak Consulting, dives into the complexities of AI in content creation. She emphasizes how AI can erode trust if not blended properly with human writing. Jessica discusses the issue of language homogeny, where AI-generated text lacks individuality and soul. She advocates for keeping authentic human touches in communication, highlighting the importance of trust in client relationships. Ultimately, Jessica encourages finding the right balance between AI and human creativity to enhance engagement.

Who hasn’t set up a system (or hired someone else to do so) that seems to make your efficiency dreams come true... and that just didn't happen. Or worse? Broke your business.The alternative? Embracing Simplicity over Systems. Embracing Simplicity over Systems, another core Aggressively Human pillar. How can we be thoughtful about where and how we use systems to be in service, instead of just buying systems as a service.And who better to bring in our episode is fellow Ops brain Nikki McKnight. Nikki McKnight (she/her) is an operations and systems strategist for creatives who want to develop operations & systems that create industry-leading experiences for their clients. And yes, she’s also Meg’s co-host on the romance podcast First Dates and Soulmates - because successful millennials need hobbies too, right?In today’s episode, hear our discussion about the role of systems in an “aggressively human” business- The definition of “systems” you hear 99% of the time and why that’s one of the biggest myths we’re busting- Why a fully automated customer journey might be the worst thing for your business- The systems investments we regret and the tools we couldn’t run our businesses without (including Nikki’s Ninja Dashboard)- Why all three of us embrace a “tool agnostic” approach in how we talk about systems and automations with our clients (and why that helps both our clients and us!).- How to avoid giving away power - in all its definitions - to software, contractors, or algorithms and keep agency over your business decisions.- Ways to use automations to prevent (or in some cases add) friction to improve your client experience… but only if you know where and why that’s happening“A system is … a vehicle for everybody involved in the ecosystem to make a decision. Whether that is me as a business owner, whether that is a member of my team, whether that is a client that I am working with, whether it is a member of my audience that is not yet a client or may not ever be, the whole goal here is how do we make decisions? That's it. Full stop.” - NikkiAbout our GuestNikki McKnight: http://www.theopsshop.biz/LinkedIn: https://www.linkedin.com/in/nikkimcknight/Subscribe to FAFO: the systems newsletter for creatives who hate 'em: https://theopsshop.biz/fafo/Resources Mentioned:Donella Meadows - Thinking in SystemsConnect with Meg and JessicaListen on SpotifyListen on Apple PodcastsMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

“So maybe we're leaving or maybe we're staying, but we're staying as a person versus as a business owner. But then everyone is scattering. As a business, how are we marketing to people when it's diffuse? And then as a person, it's like, well, where's everyone going now? And how can I be there with my friends?” - JessicaEvery year, it feels like January is just the longest month ever.But this year has felt like a whiplash between the beginning of the year until recording on January 24, 2025. Meta policy changes, TikTok ban and un-ban and more.So we’ve broken from our schedule to cover a special “January 2025” state of play in the world of AI, algorithms, and automations.We don’t have answers, because nobody does. We just simply have questions, and thoughts about how we might navigate this season. But hopefully this conversation can give you some food for thought about the questions we’re asking, and how these changes might have long-term ramifications on your overall marketing strategy — and mental health.In today’s episode we discuss:- The shifting currency of power: why attention is the world’s most valuable resource- The cost of building your business on rented land, and what happens when the platform changes overnight- The thorny questions around staying or leaving social media platforms- What costs we might pay to leave the “free” platforms- How your potential client behavior factors into where you can connect with them, and how to operate when that’s not necessarily where you want to spend time- Why discernment is the word of the year when it comes to choosing where to put your time and attentionJoin the Convo on Substack: https://aggressivelyhuman.substack.com/Listen on SpotifyListen on Apple PodcastsConnect with Meg and JessicaMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

“AI cannot come up with new ideas. It can paste things together in new ways perhaps, but it's still it's still the monkeys on the typewriters, right? It's still the infinite monkey thing. It's just mashing together old ideas in new ways perhaps, but it can't come up with truly unique new ideas.” - Lacy BoggsThis week, we’re talking with Lacy Boggs, founder of the Content Direction Agency but also has done every business model in the online entrepreneurship space. We talk pivots, thought leadership, and how to stand out in the age of more content than ever.In today’s episode we cover:- How Lacy has decided what she wants to be when she grows up (and why her eulogy won’t be “I wrote marketing copy”).- When should you pivot and descale and how that impacts your relationship to your body, your business, and marketing- Where the human element is non-negotiable in coming up with new thoughts - not just AI mashing together old ideas- The distinction between thought leadership and thought performance - and how to move beyond LinkedIn hot takes and selfies- What tools are in Lacy’s toolkit in order to curate, compost, and communicate new thoughts and ideas“I don't want AI to do my art and thinking - I want it to do my dishes and get my groceries, right? I want it to do the menial things so that I could do the art, and that's where I think we're probably going wrong.” - Lacy BoggsAbout Our Guest:Follow Lacy Boggs:https://lacyboggs.com/Lacy’s Content SolutionThe Thought Leader LabResources Mentioned:Writing Down the Bones by Natalie GoldbergBraiding Sweetgrass by Robin Wall KimmererBlack Oracle Goddess Within Oracle DeckInoreader - Build Your Own News FeedReadwiseView the Full Show notes on our Substack: https://aggressivelyhuman.substack.com/Listen on SpotifyListen on Apple PodcastsConnect with Meg and JessicaMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com