When was the last time you got pitch-slapped on a 'let's connect over coffee' call?

Hey friends,

 For this FINAL episode (more on that below) of Culture Crush, I sat down with returning guest, Ashley Faus , the newly-minted author of “Human-Centered Marketing”. I was surprised to get any time with Ashley, who found some somewhere for me and the Culture Crush community whilst gearing up for the book launch!! At heart, this is a conversation about resisting broadcast-style marketing and embracing vulnerability and real human connection (crucial in a post-Zoom-fatigue era).

 And yes, this is tip-of-the-iceberg stuff. 

 We do manage to break down some of the things that make communities tick in today’s rapidly evolving digi-landscape, but if you want to go really deep, you'll have to grab a copy of Ashley's book!

Question to reflect on while listening:

Episode 67: 3 Community Building Lessons from 'Human-Centered Marketing'

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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.

Why is this the final edition of Culture Crush?

When Ashley and I sat down to record I had no idea that this would be the final episode, a very busy few weeks made that decision for me. 

If you haven't heard, my wife and I are expecting our first baby, so time has certainly been a factor. I also don't want to sit at my desk up until the moment things change forever!

But it's more than that. 

 Culture Crush has been a wonderful community to lead. Over 2,000 people have joined in the last year, and some of you have become great friends. I'm deeply and profoundly grateful.

Through that network of very real relationships I've slowly realised that Culture Crush isn't aligned deeply enough with how I now feel called to serve others. So despite the numbers, it's time for something new. 

Of course, I have some ideas about what comes next, and I can't wait to invite you to join me, but I'll resist any details for now - it just simply isn't ready to be shared. I'll be in touch. 

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Ps.

Culture Crush is brought to you by Anthem. Visit us if you’re looking to build a thriving business, team, or culture based on connection, not control.

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"