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EP.123: Audience vs. Community: Why One Grows Your Business and One Doesn't | The Ambitious Podcast · Ambitious Podcast

• 0:00
  You do not need a bigger following to have more
• 0:03
  community. You may feel like you have good
• 0:06
  reach, but you don't have the revenue or you don't have the
• 0:09
  results that match that reach. That is a core sign.
• 0:14
  You are someone who has audience but not community.
• 0:17
  Sarah has community and you don't.
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  So it means when two people have a deciding factor of who they're
• 0:23
  going to invest from, they're going to invest with the person
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  they have more connection with, IE that they feel a deeper sense
• 0:30
  of community too. The big following is an audience
• 0:33
  that watches you. A community is a collective
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  group of people who move because you're leading them of where you
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  want them to go. How many of them would still
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  find a way to connect with you if you disappear tomorrow?
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  That number is your true community size.
• 0:49
  Hello and welcome back to Ambitious.
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  Today we are talking all things in the difference of what it
• 0:55
  actually looks like in today's current market to actually build
• 0:58
  community. And no, we are not talking about
• 1:01
  audience meaning more followers having just larger groups of
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  people. I'm talking about those ride or
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  die fans, the people who are what some might kind of consider
• 1:11
  or coin the term as the cult like brand.
• 1:14
  If you are somebody who feels like you want to learn how to
• 1:18
  really create that raving fanbase of community members and
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  not just feel like you have a sitting audience full of people,
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  than today's episode is going to be for you.
• 1:27
  This is something that I think is really important, especially
• 1:30
  today because many people who've been in business for many years
• 1:35
  have thousands of followers. You have people that are
• 1:38
  watching you, people who are consuming you, but there may be
• 1:41
  even just people who are DM ING you and loving your content and
• 1:44
  engaging with you. But there is this feeling of the
• 1:47
  fact that we have people surrounding us but who are not
• 1:49
  necessarily actively part of our community.
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  IE we feel like we have an audience, but we don't
• 1:55
  necessarily have community. And so many of us struggle to
• 1:59
  understand what is the difference, right?
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  Like when I talk to business owners, they say I feel like
• 2:03
  I've got 7000 followers, I've got 6000 people in this
• 2:07
  community. I have sometimes, which I've
• 2:09
  also seen 200 or 300,000 people in an audience, and yet they
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  feel like they have no community.
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  Why is that? And so we're going to go over a
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  couple different things today #1 why is this so important in
• 2:22
  today's current online marketing ecosystem?
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  So if you are someone who, like myself, has seen a surge of AI,
• 2:29
  you've seen content seems to be going out at more volume and
• 2:33
  more rapid rates. You're probably seeing a lot of
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  things shift and you're wondering, how do I really kind
• 2:39
  of carve out my corner of the market?
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  Then This is why we're talking about this because this is
• 2:45
  something everybody is seeing in today's current market.
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  So we're going to talk about why this is important right now.
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  And I'm actually share some pretty alarming stats of the
• 2:53
  impact of you building or not building community and what that
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  actually looks like as an impact on your business.
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  We're going to talk about ways to actually know that you are
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  somebody who needs more community and the true
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  definition between what a community looks like online
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  versus what an audience actually looks like.
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  And where truthfully, when people are looking to make more
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  community and have a more engaged group of people around
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  their brand, the kind of go to, you know, core mistakes that
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  everybody is making, which could be costing you community.
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  And most importantly, you know that I always want to leave you
• 3:30
  with a framework. And so today I'm actually going
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  to be going over A7P framework, which literally breaks down in
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  detail all the different PS that you need to focus on if you were
• 3:39
  someone who wants to build an incredible community.
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  So without further ado, let's get into it.
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  So one of the first things we need to recognize is that if you
• 3:56
  are someone who feels like you're trying to understand what
• 3:59
  community is and this is something is a pretty broad
• 4:02
  word. I was actually talking to
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  somebody about a week ago and they were talking about
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  community in the context to the product based businesses that
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  they help. And we were talking about the
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  fact the word community is so interpretive, right?
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  And many of us are seeing that. We might think community is more
• 4:19
  reach, but we feel like we have reached, but we don't really
• 4:21
  have revenue that correlates to that.
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  Maybe you feel like you have followers.
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  So you have this audience of people that are technically
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  following you, IE they've chosen to be here to want to hear what
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  it is that you have to say and what it is you have to share.
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  But yet you feel like they're not necessarily like loyal fans.
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  You've got people watching and technically they're following,
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  but they're not die hard fans of you and your brand or you feel
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  like you've just got an audience.
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  You've got people who are sitting there and I want to tell
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  you that you know the difference between a person who is making,
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  you know, 5000 K months from their audience, regardless of
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  size. By the way, this is not relative
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  to more equals more community, IE more followers, more reach,
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  more visibility equals more community.
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  I would actually say that I know people who have huge audiences,
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  who have zero community, even though they have large audience.
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  And that's why I want to talk about this because the true
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  thing that's going to impact your business in the sense of
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  revenue, brand growth is not just the fact that generally
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  speaking, people have seen your stuff.
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  It's a matter of that they're loyal to you and to your brand
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  and what it is that you stand for.
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  So the difference between the people that are doing those, you
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  know, 5000 KA 150K months is the fact that those people are
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  making their audience feel something.
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  They're making their audience stand for something.
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  They are mastering the seven PS that we're going to go through
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  today and they have created an ecosystem that people actually
• 5:50
  want to belong to, not just consume from.
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  And this is, to me, especially in this time in marketing and
• 6:00
  brand, it's more important than ever because you, even yourself,
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  may feel like you're saving videos of a TikTok online or an
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  Instagram post that you see. If you asked yourself, who are
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  the last 10 people that you saved videos of?
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  Do you know their name? Do you know what they stand for
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  against buzzwords of their brand?
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  What it is that they offer, what it means to be part of their
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  community? And if you don't, it means,
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  let's just say at the last 10 videos you've saved, you can
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  only answer that for two of the people.
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  What that means is that the other 8 of the time that you
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  have saved are people that you saved videos of strictly based
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  off the fact that you found it. OK, great information.
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  Save that for later. But there wasn't connection that
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  was connected to that value. Meaning you're not looking to
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  come back and binge that person's brand.
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  You just saved a quick inspo for real or a quick recipe that you
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  want to make later. And you don't really have any
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  brand loyalty. So this is where we want to make
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  sure that you and your marketing, your content, your
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  brand are not part of those eight.
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  We want to make sure you're part of the two, the two that people
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  say, oh, that's Kate's video, I'm saving that and I'm coming
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  back to it. Or that's Sarah's carousel.
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  I love her stuff. I want to make sure I save this
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  because she's always got great blank.
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  So this is where we're going to make sure that you're part of
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  the group that actually is someone who has community, not
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  just audience. So you and I know that the
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  online space right now in any aspect of online marketing has
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  literally never been louder. OK, there is the ability to make
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  content at scale, meaning that AI is helping people to take
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  what used to be 5 posts a week and easily generate that into 15
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  with the help of editing, design captions, like you name it.
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  It is literally never been easier to produce masses of
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  marketing. So we're in a market where
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  volume is at an all time high. The other thing is that also
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  everyone and their mom these days has a platform.
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  So because of that, when anybody else can have an audience, it
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  means that the true leverage now is not just having a following.
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  It's not just having an audience because everybody has one.
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  And also when we think about followers, think about people
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  that maybe started on TikTok in the boom of when it was being
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  created and now have these huge audiences.
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  Sometimes, you know, 1020 thirty, 40,000 followers.
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  Well, followers to us now don't mean anything when it comes to
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  credibility because so many people have them.
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  So the question becomes, if we're in this era where there's
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  tons of content, tons of people, tons of large audiences, how do
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  we know who's for us? How do we know who we stick
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  with? And that simple answer is
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  connection, which is what's going to be the underbelly of
• 8:49
  you creating community. So I want to kind of think
• 8:52
  about, you know, if you're listening or think, OK, do I
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  have community? Like, I don't, I don't really
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  know if I have community. I want to list out some
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  different things that you can kind of use as almost an
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  auditing tool for yourself to say, do I feel like I have
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  audience or do I feel like I have community?
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  So one of the things that a lot of people will see when they're
• 9:11
  frustrated with their community or when they basically discover
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  they don't have community and they have audience, is that you
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  may feel like you have good reach, but you don't have either
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  the revenue or you don't have the results that match that
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  reach. So if you are someone who feels
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  like you've got, you know, people who are following you,
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  people opening your emails, your content is getting engagement.
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  But it seems like when you put out something to your audience,
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  you don't really get a lot of bites.
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  You don't get a lot of movement. You don't get a lot of energy
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  around something. You don't get a lot of sales
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  from the things that you put out.
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  You kind of feel like you're talking into the ether.
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  That is a core sign. You are someone who has audience
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  but not community. And it's really frustrating
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  because especially for people who have felt like they've been
• 9:57
  building this audience. And again, we had this mindset
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  of, you know, more people means more business, right?
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  Like, that would make sense. Well, The thing is, especially
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  in today's market, it's not necessarily the equation that
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  works anymore. So when you're looking at it
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  that way, it can be so frustrating to feel like I kind
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  of had this perspective. If more people know who I am,
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  more people will buy from me. And truthfully, the more people
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  who know from you, the more opportunities you have to build
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  community. And that community is what
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  converts them into your offer. So if you are someone who feels
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  like you have this gap between I have this reach, but I feel like
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  I don't have the response that I want from those people, often
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  times it's actually a community problem.
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  It's not necessarily a content problem.
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  OK, so the second kind of in the content bucket is that your
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  engagement is probably pretty high, but you also feel like
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  your conversations or frankly, your conversions are shallow,
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  right? Like everything is very surface
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  level. And this is something that I
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  think for many people from a social perspective is very
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  confusing because the the thought process is if people are
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  liking this video that I'm putting out, or they're saving
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  this video or they're sharing it with their friends, why are they
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  not buying from me? Like clearly they resonate with
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  this information. And the reality is that
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  information is not necessarily the equivalent of us being
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  intrigued to want to invest. And so people consume
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  information all the time in a way that they find just valuable
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  that they think can serve them. But if someone is going to buy
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  from you, often times it's a by product of the fact that they
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  don't just want the information of what you're sharing, they
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  want the information connected to you.
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  OK? So it's not a matter that they
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  want more information, they want the information connected to
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  you. And this is something today more
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  than ever that is essential to make sure that you master
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  because it is no longer about the fact.
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  OK, well great. Like I'm teaching what Sarah's
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  teaching. Yes, but Sarah has community and
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  you don't. So it means that when two people
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  have a deciding factor of who they're going to invest from,
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  they're going to invest with the person they have more connection
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  with, IE that they feel a deeper sense of community to.
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  So the other indicator that I will say is like crucial to
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  assess is are other people bringing their friends into your
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  community? And people referring, I will
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  say, is one of the clearest indicators of community.
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  Now, you may have referrals inside of your offer, meaning
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  that you have clients that have been inside of a service, you
• 12:47
  know, inside of a program and you say, OK, well great.
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  Like I'm getting referrals into my offer.
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  Having referrals inside of your offer is fantastic.
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  But what we want to understand is how many people are actually
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  referring people to your audience and to your marketing.
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  So like for me, a clear indicator of my, for example,
• 13:06
  podcast is not the fact that you're listening to it right
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  now. It's the fact that this is so
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  valuable for you that you decide that you like it so much, you
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  want to share it with a friend and then that person shares with
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  a friend. That is community.
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  You consuming this each week and never telling anyone about it,
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  we're never sharing it with anybody is not something that is
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  a sign of community. It's a sign of individual
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  consumption. And again, audience people again
• 13:32
  can have massive podcasts with massive amounts of downloads,
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  but nobody ever talking about them.
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  And that is because, again, it's content, not community.
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  So the same thing happens when it comes to even social.
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  An indicator would be if you put up a post I had, you know, one
• 13:48
  of our posts that we had probably about a week ago and
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  underneath someone from our community was like, here's a
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  post for you. This is what I was telling you
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  about. Meaning they tagged my post to
• 13:58
  somebody that they know and they said this is what I want you to
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  see. It's what we were talking about
• 14:03
  earlier. So what I'm now seeing for
• 14:05
  myself from the comment is that this person has acknowledged
• 14:09
  they were talking about some topic in another room 2, that
• 14:13
  they shared this information with their friend.
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  And I'm not part of this interaction at all.
• 14:18
  This is them doing this completely on their own.
• 14:21
  And again, that's a sign of community, meaning that the
• 14:24
  thing that you're doing is serving someone so
• 14:28
  intentionally, so strategically that they share it with other
• 14:33
  people. And there creates this domino
• 14:35
  effect of the impact you had on that person to the next person
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  to the next person to the next person.
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  And that's when the net of our community really starts to
• 14:44
  broaden and starts to reach out. The other thing that I also want
• 14:48
  to have you ask yourself is, are you the only thing that is
• 14:52
  keeping your community together? Everything that has to happen
• 14:57
  with your audience has to flow through you.
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  And this is a problem because this is where people get really
• 15:04
  burnt out when they try to facilitate community, is that
• 15:07
  they believe they are the community, they are the center
• 15:12
  and kind of the the nucleus of it all.
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  And what actually needs to happen is that in order for your
• 15:18
  community to take a life of its own, it can't be connected to
• 15:21
  you. You can lead the charge of it.
• 15:23
  You can try to guide it. You can try to have a North Star
• 15:28
  to lead people of where to go, but the question is, if you sat
• 15:32
  back for a day or even a week or a month or a year, would the
• 15:36
  community still exist without you?
• 15:39
  Because if it can't, it means it's completely centered around
• 15:43
  you, which means if you step back, the community dies.
• 15:46
  The way that we're going to look, which I'm going to teach
• 15:48
  you today, is to help your community to have a US mentality
• 15:53
  versus a you mentality. OK.
• 15:56
  So for example, classic example, ambitious.
• 16:01
  OK, this is not the Kate Perkovic podcast.
• 16:04
  And I'll tell you why this podcast is not about me.
• 16:07
  Yes, I do share my stories. I do, you know, give analogies.
• 16:12
  I talk about some clients, like I'll try to give some insights,
• 16:14
  of course, of of what I'm seeing and doing in my world and how
• 16:17
  that can help you. But realistically, what I'm
• 16:20
  actually here to do is I'm here to support you.
• 16:24
  I'm here to teach you what you need to know to grow and scale
• 16:26
  your business. I'm here to teach you what you
• 16:29
  need to know to grow and scale yourself in your relationship,
• 16:32
  your health, your mindset. And so when we named it
• 16:36
  Ambitious, it was because when you listen to this podcast, this
• 16:41
  is you deciding that you want to become the most ambitious level
• 16:45
  of yourself that you possibly could be.
• 16:48
  And that you want to use this podcast as a tool to help you to
• 16:52
  fill your toolbox with everything you need to become
• 16:55
  that version of you that you're looking to become.
• 16:58
  So this is not the Kate Perfect podcast because it's not
• 17:01
  supposed to be about me, it's about you.
• 17:04
  And so when these podcasts are shared and I see people sharing
• 17:08
  this with their friends or posting it to their story, and
• 17:10
  thank you for anybody, whoever does that, from the bottom of my
• 17:13
  heart, thank you. This is something that I say.
• 17:16
  It's like, OK, great. We're having more women who are
• 17:18
  becoming their ambitious self. The top ambitious woman in them
• 17:22
  is basically being unleashed with these different tools.
• 17:25
  So that's the essence of it. Meaning ambitious as an essence
• 17:30
  of a brand, of a belief, of a mission is not me, right?
• 17:35
  Our guests, they're not about me.
• 17:37
  Our topics, even today, this is not about me.
• 17:39
  This is about you. And so when we named it
• 17:43
  Ambitious, we did that intentionally because this was
• 17:45
  not meant to be about me. It was to create a community of
• 17:48
  women like yourself who were ready to tap into this identity
• 17:53
  that they know they have within them.
• 17:55
  And they wanted a place where they felt like they could feed
• 17:57
  that identity every single week. And so I want to invite you as
• 18:01
  well to ask yourself, in your current ecosystem of your brand,
• 18:06
  of your market, do you have a place where people can tap into
• 18:10
  an identity that isn't necessarily about you?
• 18:15
  Does that exist? And if you're like, shoot, I'm
• 18:17
  going to be honest, I don't think I have that.
• 18:19
  That's OK because that's exactly we're going to be teaching you
• 18:21
  today. So I want to kind of like first
• 18:25
  quickly myth bust and remove from your brain before we teach
• 18:29
  you how to do it. What community is not OK?
• 18:32
  Because a lot of people are getting community wrong.
• 18:35
  And it's part of why someone can spend years and years and years
• 18:38
  with the mindset that they're going to like, oh, I'm going to
• 18:40
  build community. And they look up and they feel
• 18:42
  like nothing has been developed. That's because you probably have
• 18:45
  a very outdated perspective potentially of what community
• 18:49
  actually is. So first of all, community is
• 18:52
  not a big following. If I could see you in person, I
• 18:56
  would hold you by the shoulders and tell you this.
• 18:58
  You do not need a bigger following to have more
• 19:02
  community, OK, And I've seen this.
• 19:05
  I have the absolute pleasure of working with clients in all
• 19:08
  different sizes of audiences. I have people who have, you
• 19:12
  know, 2000 or even sometimes 200 followers.
• 19:15
  And I have some people that I've worked with who have upwards
• 19:18
  toward, you know, 500,700 thousand followers on their
• 19:22
  accounts and even from peers that I know who have audiences
• 19:26
  up to 1,000,000, I was literally seeing someone in a conversation
• 19:30
  the other day who has an audience of 1.2 million
• 19:33
  followers. And their number one thing is no
• 19:36
  one's moving, no one's buying. I have no buy in from my people.
• 19:41
  And this was a clear indicator that audience alone is not
• 19:45
  enough. So I first want you to recognize
• 19:48
  that if you are somebody who has a big following, I want you to
• 19:52
  also remember that a big following is an audience that
• 19:55
  watches you, OK? A community is a collective
• 19:59
  group of people who move because you're leading them of where you
• 20:03
  want them to go. OK.
• 20:05
  So if you have potentially for yourself, 700 people following
• 20:09
  you, 7000 people following you, the thing you want to keep in
• 20:13
  mind is are these people watching me or are they moving
• 20:16
  when I hope to lead them or invite them to move?
• 20:19
  And again, key indication of whether we have audience or
• 20:22
  whether we have actual true community.
• 20:25
  So I want you to first release this idea that you need more
• 20:28
  people in order for your community to be more active, to
• 20:31
  feel more alive, to feel more engaged.
• 20:33
  You don't need more people, number one.
• 20:37
  Number two, it is not about engagement, OK?
• 20:40
  This is not about more likes. It's not about more follows.
• 20:43
  It's not about more saves, more shares.
• 20:45
  The thing that I will say it's kind of a misinterpretation of
• 20:49
  engagement is that we believe again that like when someone
• 20:52
  engages with us, like, Oh my God, they like us.
• 20:54
  Like it's this weird validation loop of we put in a piece of
• 20:57
  content and we feel like if people are engaging with it,
• 21:00
  then that means they like it. And if they like it, that means
• 21:03
  they're going to buy from me. Like there's this belief that
• 21:05
  like, OK, great. Like we joke even sometimes when
• 21:08
  when we put up marketing, like our team will be like, they like
• 21:11
  us. They really like us, you know,
• 21:13
  and it's this joke because it's this idea that engagement equals
• 21:18
  connection, right? But real community has the
• 21:22
  impact of having conversations that you did not start.
• 21:27
  It really takes a life of its own.
• 21:29
  And engagement, I would say, is really like you putting up an
• 21:33
  invitation and someone responding.
• 21:35
  I want to see can people activate conversations and
• 21:40
  connection and sharing and posting about you and your brand
• 21:46
  without you necessarily facilitating that yourself.
• 21:50
  And so that's something that I look at to say, OK, is it
• 21:52
  engagement or they actively engaged in supporting you and
• 21:57
  your mission and your beliefs when you're not even doing
• 22:01
  something to ask them to engage with?
• 22:03
  OK. So also understanding customer
• 22:09
  base is not an indication of community.
• 22:12
  Many of us believe with businesses and we're going to
• 22:15
  talk about revenue because community is very influential in
• 22:18
  revenue. But with revenue, just also
• 22:20
  having customers, IE having sales is not an indication that
• 22:25
  you have good community. So if you have lots of low
• 22:28
  ticket sales, you may even have a lot of high ticket sales.
• 22:31
  That does not mean that you have community.
• 22:32
  And I'm going to tell you a little story because this was
• 22:34
  actually something that really solidified my perspective when
• 22:39
  it comes to community. There's a brand online, and this
• 22:43
  is, I'm not going to name names, OK, So we're not spilling that
• 22:45
  much tea today, but there's a brand online that has a really
• 22:49
  good decent sized community. OK.
• 22:50
  So like we're talking in like the hundreds of thousands in
• 22:53
  size, lots of engagement, lots of saves, lots of shares.
• 22:57
  And one of the things that was really interesting is that this
• 23:01
  person, their entire brand and community is basically them.
• 23:08
  Like it was interesting because I had someone who brought them
• 23:10
  up to me in passing on a call. And so this brand, I was like,
• 23:15
  OK, well, why don't we just do an audit of what it is that your
• 23:17
  questions are? So I literally remember I took I
• 23:19
  took AI and I had AI review based on an aspect of community
• 23:23
  because my hunch was this person doesn't have community because
• 23:26
  they had engagement, they had people sharing and saving, They
• 23:29
  had people commenting. But there was this sense of the
• 23:33
  fact that the entire thing was so self absorbed, like it was so
• 23:37
  selfish. It wasn't about the people, it
• 23:39
  was about the person. I don't know if you've ever
• 23:41
  followed someone like that where you're like, I feel like what
• 23:44
  they teach is valuable. I feel like what they they
• 23:46
  discuss or what they share, like it is insightful, it is helpful,
• 23:51
  but you kind of secretly know that the entire time that
• 23:54
  everything that they're doing, it's all self-serving.
• 23:57
  It's all designed to help you to to buy from them or to show how
• 24:02
  cool they are or to show their accolades.
• 24:04
  Like it's all like me, me, me, me, me content.
• 24:07
  And it kind of makes you feel like this is not really for me.
• 24:10
  Like they're not doing this to pour into me.
• 24:12
  They're doing it because it's like a transaction basically
• 24:16
  that they're just trying to make it seem like it's valuable, but
• 24:18
  it's secretly connected to some back end flow that they're
• 24:21
  trying to put me through. And so this person said to me on
• 24:25
  a call, they said, you know, I'm, I see this person online
• 24:27
  and they said, I feel like it's so frustrating because they have
• 24:30
  such good engagement and I feel like they just must have this
• 24:33
  ride, ride or die community. And I said, what makes you think
• 24:35
  they have a ride or die community?
• 24:37
  And they said the same thing, like, oh, well, they get lots of
• 24:39
  sales. So I said, yes, but sales don't
• 24:42
  mean that someone has community. Sales means that someone has the
• 24:45
  ability to market and to sell. It doesn't mean that they have a
• 24:49
  repeated customer base. So I want you for a second right
• 24:53
  now to ask yourself what is a brand that you've invested with
• 24:56
  recently? So like, even for me, I have
• 24:58
  like a a routine. Every morning I get ready, I go
• 25:01
  to the coffee shop at the corner near my house and I go and I get
• 25:03
  the same coffee, my usual every single day, honey oat latte.
• 25:07
  And the server knows like your usual.
• 25:09
  I'm like, yes, and I get my coffee and it goes same place
• 25:12
  every day. I don't go there because they're
• 25:16
  the only people who have coffee. I go there because of the
• 25:18
  connection there. There's a community there.
• 25:21
  I know the baristas that at that corner, I know who the faces
• 25:24
  are. I'm going to be walking in to
• 25:25
  see each day. There's an aspect of connection.
• 25:28
  They're not just coffee. So what I had explained to this
• 25:33
  client who mentioned this online brand to me and that I had been
• 25:36
  kind of seeing lead in this way for a while now, I said to them,
• 25:40
  you have to recognize that what they're banking on is that
• 25:43
  they're banking on everyone having a first time coffee with
• 25:46
  them every single day. So like, think of the hustle
• 25:49
  that is, Oh my God, I have to get first time coffee people in
• 25:52
  here because they're probably never going to come back.
• 25:54
  Versus the person who has community, who has not only
• 25:58
  repeat customers, but they're like, hey, hey friend, meet me
• 26:02
  at the corner for a coffee today because you've got to go to this
• 26:04
  coffee shop. I love it there.
• 26:06
  Or why don't we all go for coffee on Sunday?
• 26:08
  I go to this coffee shop, they're bringing their friends,
• 26:11
  they're meeting people there, they're repeat customers,
• 26:14
  they're telling other people to go there even when they're not
• 26:17
  going for coffee. That same feeling can be your
• 26:20
  brand. And the reason I mentioned this
• 26:23
  other company is because this person seemingly to the outside
• 26:27
  eye, has a lot of customers. People see that they have lots
• 26:32
  of sales, but the thing that most people don't see is a lot
• 26:34
  of their sales are one time sales, meaning the fact that
• 26:37
  people come and they go and they never return.
• 26:41
  They don't renew, they don't tell their friends, they don't
• 26:44
  share with others. Oh my gosh, you've got to be in
• 26:46
  here. They go in, they get what they
• 26:48
  were promised and they leave. And that is because it's rooted
• 26:51
  transaction. It was never about the audience
• 26:55
  or about the community in the 1st place.
• 26:57
  It was about the facilitator. It was about the owner.
• 27:00
  It was about the brand. And so as a result, when someone
• 27:04
  goes in, they realize this place is not for me.
• 27:07
  They're not here to serve me and make sure I have a good time and
• 27:09
  that I enjoy myself and that it's tailored to my experience.
• 27:13
  They're here to make sure that they get their sale, they get
• 27:16
  their money, and they fulfill their contract.
• 27:18
  And I'm telling you, your audience can feel a difference
• 27:21
  as to which one you are. So I want you to recognize that
• 27:24
  having more sales does not necessarily mean that you have
• 27:27
  more community. It could just mean that you're
• 27:29
  better at a transaction, which is a very short lived cycle
• 27:33
  versus those who have community that's more long term.
• 27:36
  And lastly, community is not about having a group of people
• 27:41
  who literally agree with everything that you say.
• 27:44
  OK, so this is not just like a, an echo chamber, a, you know,
• 27:48
  huge group of cheerleaders who just reiterate everything that
• 27:52
  you do and say. Real communities, true
• 27:55
  communities can have disagreements.
• 27:58
  They can have different perspectives, they can have
• 28:01
  curiosities and inquiries without the whole thing itself
• 28:05
  falling apart. And that's also something I
• 28:08
  think many of us get wrong is that if you're part of a
• 28:10
  community, you have to see and do everything the way that I see
• 28:14
  and do it. And I don't actually know that
• 28:16
  that's the case when it comes to true community.
• 28:18
  So when you're looking at your own community, OK, so I want you
• 28:23
  to just picture right now your audience, wherever that may be.
• 28:25
  This may be even inside your program or inside of your
• 28:28
  service, but it also could be on a larger scale with your brand.
• 28:31
  So it could be in your marketing, it could be content,
• 28:34
  it could even be an e-mail list, a blog, a sub stack, a podcast.
• 28:38
  So just take a second here to think about maybe 2-2 different
• 28:42
  platforms, two different places that you really want to focus on
• 28:46
  creating community. And with this, I want you to
• 28:50
  take this next little section here and ask yourself if you're
• 28:54
  doing any of these things because these are going to be
• 28:56
  ways to audit yourself and your current approach to say, am I
• 29:00
  doing that? And if so, there are things we
• 29:02
  want to be aware of so we can adjust them with the seven PS
• 29:05
  we're going to dive into today. So the first one that I tell
• 29:08
  everybody when it comes to community, it's a very easy
• 29:11
  thing to audit. It's a very easy thing to assess
• 29:13
  is that I want you to ask yourself if you are giving a
• 29:18
  sense of belonging within your audience or are you actually
• 29:22
  just broadcasting to a large group of people?
• 29:26
  OK, so are you broadcasting to people or are you giving them a
• 29:30
  sense of belonging? One of the biggest mistakes that
• 29:34
  people make is that they look to be admired within their brand.
• 29:39
  They don't actually look to connect.
• 29:42
  And when you broadcast, I want you to literally think about
• 29:47
  this. I hope if you're watching,
• 29:48
  you'll be able to see my hands going here.
• 29:50
  OK, so if you're a broadcaster, I literally want you think you
• 29:52
  have your audience here and you're literally like a
• 29:54
  megaphone just yelling at them, right?
• 29:57
  So it's like this one one sided message, this one sided tone,
• 30:00
  that's a broadcast brand. A broadcast brand is the person
• 30:04
  who just is yelling at their audience, telling them what to
• 30:06
  do. There's no two sided
• 30:08
  conversation. So a really true community brand
• 30:13
  is the person who has dialogue. OK, There's this communication
• 30:18
  back and forth. It's not just I say this to you,
• 30:21
  you take that and I'll see you next week.
• 30:23
  It's about asking for feedback. It's about asking people to
• 30:26
  engage. It's about getting people to
• 30:30
  open up to you, to share with you, to have a dialogue, a sense
• 30:34
  that they are part of this picture.
• 30:36
  They are part of this structure, that they're ingrained in it,
• 30:40
  not that you're at the top and that you're relaying this
• 30:43
  information to them. They need to consume it and
• 30:46
  you'll see them next time. That broadcasting is the thing
• 30:50
  that's actually keeping your audience from feeling any sense
• 30:53
  of actual true belonging with you and your community.
• 30:57
  The other thing that I want you to ask yourself is are you
• 31:00
  actually measuring the wrong thing?
• 31:04
  So you're looking at follower count, you're looking at reach,
• 31:06
  you're looking at, you know, impressions.
• 31:09
  And again, as we've seen, you know, audience is not the same
• 31:12
  as community. So I want you to ask yourself,
• 31:14
  how do you without followers reach or impressions?
• 31:19
  How if I asked you right now, would you measure your community
• 31:25
  without those metrics? OK, so think about this.
• 31:30
  The word I want you to think of is depth.
• 31:33
  OK, connection or depth. So if I asked you to tell me the
• 31:39
  level of community that you have on a scale of 1 to 10 right now,
• 31:42
  regardless of your followers, your reach, or your impressions
• 31:45
  inside of your given audience, what score would you give
• 31:49
  yourself and why? Just take like 30 seconds to ask
• 31:52
  yourself, what would be my score 1 to 10 of my community?
• 31:56
  Let's just say you land on a six or you land on a three because
• 31:59
  there's no right or wrong here. This is just a little check in
• 32:01
  tool for us. When you audit that for
• 32:04
  yourself, what made you say that number?
• 32:08
  So just take 30 seconds. We're in the scale of 1 to 10 is
• 32:12
  your community at? And when you say that number,
• 32:14
  what makes you say that number? How do you quantify community in
• 32:17
  your mind if it's not about the size or just simply the
• 32:21
  engagement, OK, So I want you to keep that, keep that in the back
• 32:27
  of your mind because we're going to be coming back to this, OK.
• 32:30
  You also want to make sure that you have not outsourced
• 32:34
  community building, OK? So I have been in the space for
• 32:39
  a while now and I have seen a lot of people who are like, I
• 32:41
  need a community manager, I need a community manager, and they
• 32:45
  want to delegate building of community.
• 32:48
  And what you want to recognize is that delegating your building
• 32:54
  a community is only actually possible or successful if you
• 32:58
  know what your community is in the 1st place.
• 33:02
  So when people look to say I want to delegate building
• 33:05
  community or I want to hire someone to manage my community
• 33:07
  or to help me to build it in general, that's great.
• 33:10
  But the thing we want to recognize is that having someone
• 33:13
  build your community is good. But what are they building?
• 33:17
  Meaning what are the actual pieces or ingredients that that
• 33:21
  person is doing or executing that's helping you to build
• 33:24
  community in the 1st place? If you don't know what those
• 33:28
  things are, how can that person actually facilitate the building
• 33:32
  of your community? So a core mistake I see a lot of
• 33:34
  people make is that they try to delegate a job.
• 33:39
  Like they think, OK, well, I've got a social media manager or I
• 33:42
  have a sales, you know, DM setter.
• 33:44
  I'm going to have this person whose job it is, is to build my
• 33:47
  community. Yes, but just like those other
• 33:49
  positions, they need ingredients from which to build community.
• 33:53
  It's not just engagement. So if you don't have that
• 33:56
  clarity, it is actually not something that you should be
• 33:59
  delegating yet. It's something that you need to
• 34:01
  figure out the ingredients of so you can properly give it to
• 34:04
  someone to help them to manage. This is a key one that is
• 34:08
  really, I would say if I was going to make any mistake, the
• 34:12
  number one, it would be this one, which is that you are only
• 34:17
  showing up for your community when there's something in it for
• 34:20
  you. And this is kind of back to that
• 34:23
  example I gave of like what I can only label as like a selfish
• 34:26
  brand or a self-serving brand, which is why there's no
• 34:29
  community. Community can't be something
• 34:32
  that is completely self-serving and therefore only something
• 34:36
  that you do when there's something in it for you.
• 34:39
  Building community is not like, oh, well, I want to launch this
• 34:41
  offer. So now I'm going to care about
• 34:43
  my people. Building community is not a
• 34:45
  matter of oh, well, I'm going to try to push this product soon.
• 34:49
  So now I'm going to actually get into my DMS or oh, I'm going to
• 34:52
  go do this this thing in my business.
• 34:54
  IEI have this outcome. So now I care about my community
• 34:57
  because if I care about them, it'll eventually come back to me
• 35:01
  in the next 2-3 weeks for my outcome.
• 35:03
  I want it is one of the most unethical and also like non
• 35:08
  impactful, non strategic ways to actually build a business.
• 35:13
  You're making something so much harder than it needs to be.
• 35:16
  Whereas if you actually focused on building community,
• 35:18
  regardless of what you're selling, regardless of what
• 35:20
  you're promoting, regardless of the launches you have coming up,
• 35:24
  those launches and promotions would do 10 times better because
• 35:27
  you're not treating your people like a transaction.
• 35:31
  If you are someone who only shows up for your people when
• 35:35
  you have something that you personally need from them, do
• 35:38
  not kid yourself. Your audience notices.
• 35:41
  They notice that you do not pay attention to them.
• 35:44
  You not do not pour into them. You do not engage with them
• 35:47
  unless you need something from them.
• 35:49
  And that's kind of to my point earlier when I had said, you
• 35:52
  know, that example of that brand, Every single person that
• 35:55
  I know who knows this brand fully acknowledges that they
• 35:59
  only engage with their audience to the level of need that they
• 36:03
  have. If they don't need something,
• 36:04
  they disappear. And if they do need something,
• 36:06
  they're really doubling down and getting in there with people.
• 36:09
  It's like the more in it they are with their community, the
• 36:12
  more clarity we have that there's some kind of offer
• 36:14
  coming, which is not how it should be.
• 36:16
  And you're not going to want to make that mistake.
• 36:19
  So what you want to recognize is that the quiet seasons, OK, the
• 36:24
  seasons where you're not promoting something, the seasons
• 36:26
  where you're not selling something when you're not in a
• 36:29
  launch, those are actually the most important times for you to
• 36:32
  nurture community. Because it's the moments when
• 36:35
  you're not selling anything, the moments when you're not
• 36:37
  promoting, the moments when you don't have a call to action.
• 36:40
  Those are the moments that make people go, wow, this is really
• 36:44
  something that I, I want to be part of.
• 36:46
  I can't wait till something comes out again.
• 36:48
  I can't wait till they launch something.
• 36:50
  So make sure that if you want to see spikes of sales, you are
• 36:56
  really taking intentional time to look at those seasons in
• 36:59
  between and say, am I pouring as much into my community in the
• 37:03
  seasons where I'm not promoting as the seasons that I have
• 37:06
  something coming up now for any of my people scaling?
• 37:09
  Our last one we want to remember here is if you are scaling, I
• 37:13
  want you to recognize that scale can actually have you scaling
• 37:18
  out your community. And what I mean by that is if
• 37:22
  you are someone who wants to scale your community rapidly,
• 37:26
  sometimes without again, understanding what the community
• 37:29
  is based around, meaning like what are the core ingredients
• 37:32
  that allow it to work? What are the pieces that allow
• 37:35
  it to be as engaged as it is? If you don't know what that is,
• 37:39
  you can actually by accident and trying to grow it, remove the
• 37:43
  intimacy, the actual piece that allowed it to be successful in
• 37:47
  the 1st place. So you have to make sure that as
• 37:51
  you scale audience, you are also protecting the culture at every
• 37:56
  stage. So I'll give you an example.
• 37:58
  Remember we were talking about having community managers,
• 38:00
  right? Or even potentially that, you
• 38:03
  know, someone will say, I want someone to answer all my DMS or
• 38:06
  I want someone to answer all my comments.
• 38:08
  I want them to reply to all my emails.
• 38:11
  I want them to do everything. That's fine.
• 38:13
  I'm a big fan of delegation. So, like, don't get me wrong,
• 38:16
  I'm not saying you have to do everything on your own, but I
• 38:18
  think one of the things that's important is that you ask
• 38:20
  yourself in delegating everything, how do you plan to
• 38:25
  protect the culture? And this is something that even
• 38:29
  small businesses have to ask, but large businesses also have
• 38:32
  to ask. One of the core ones that many
• 38:34
  of us will know is like Starbucks, right?
• 38:37
  Starbucks had, you know, a more like intimate coffee shop.
• 38:41
  They had like, fireplaces. They had these like big cozy
• 38:43
  chairs they used to have in their locations.
• 38:46
  It was like really that like classic, like the Friends almost
• 38:49
  Cafe. Like it was like this Friends
• 38:51
  Cafe vibe and it was really cozy and you felt like you wanted to
• 38:55
  be there. There was a certain culture
• 38:57
  associated with going to Starbucks.
• 38:59
  That is not the culture anymore. They have wooden chairs that are
• 39:02
  beyond uncomfortable. They have the same setup in
• 39:05
  every single place and they lost that culture.
• 39:09
  It went mainstream and it went, frankly more mass market.
• 39:14
  And so as a result, that kind of cozy coffee shop culture that
• 39:17
  they used to have is not actually the culture that they
• 39:19
  have any more. They're more of a more, you
• 39:22
  know, McDonald's type of level of production with a different
• 39:26
  wrapping paper on it. And that is because as they
• 39:29
  scaled, they removed those culture elements to try to have
• 39:33
  scale faster and faster and faster, having more locations
• 39:36
  and, you know, having frankly, just more exposure.
• 39:39
  They actually lost what was kind of a little bit part of the
• 39:42
  community in the 1st place. And so you want to recognize
• 39:46
  that sometimes when you go bigger, if you don't know what
• 39:49
  those core things are. So let's just say, you know,
• 39:52
  Starbucks, I remember as a kid, I used to go to what we had here
• 39:56
  was called Chapters. It's like a big bookstore and
• 40:00
  they'd have a Starbucks that would be inside of the
• 40:02
  bookstore. And it was always just like
• 40:04
  cozy, like dark lighting. Again, big comfy chairs.
• 40:08
  Sometimes I had a fireplace in it.
• 40:09
  Like it was really a cozy vibe back then when I was a kid.
• 40:13
  And I remember, you know, it being something that I really
• 40:17
  look forward to. And if I if they had kept these
• 40:19
  core ingredients meaning, OK, we need it to always be dark
• 40:22
  inside. We need it to be, you know, jazz
• 40:24
  playing in the background, every location of the fireplace and
• 40:27
  some cozy chairs. There are certain things from an
• 40:30
  aesthetic experience, from a more transaction user
• 40:34
  experience, from a culture aspect.
• 40:38
  There's a piece in all these aspects that if they had
• 40:41
  protected them, they they could have actually scaled that.
• 40:44
  But because they were scaling and they prioritize scale over
• 40:48
  culture, it means that they actually diminished the culture
• 40:52
  that once used to exist to prioritize scale instead.
• 40:56
  So the best success for any business or brand is when you
• 41:00
  can scale while still protecting culture.
• 41:03
  And if you can do those two things, you will have people who
• 41:05
  loved what you did in the beginning love it just as much
• 41:09
  at the end because you protected the ingredients that they loved
• 41:12
  when you did it at scale. So, you know, we know that
• 41:15
  there's a lot of misconceptions about community versus audience,
• 41:19
  right? We know there's some kind of
• 41:20
  core mistakes that many people, maybe even yourself, are making
• 41:23
  right now when it comes to community.
• 41:26
  And also with this, things need to be aware of and ask ourselves
• 41:30
  about maybe the way that you're building community right now.
• 41:33
  So the big question all of us have is, well, how do I build
• 41:36
  community then? And so I'm gonna teach you with
• 41:38
  the seven PS of how to build community.
• 41:40
  So this is something I will say. I always believe in giving
• 41:43
  credit where credit is due. I have what is not to be
• 41:46
  confused with my P framework. I have a A5 PS framework that
• 41:51
  I've taught you before on this podcast.
• 41:54
  But today we're going to be diving into the seven PS of
• 41:56
  community. These are the seven core
• 41:59
  ingredients that you need to have if you want to make sure
• 42:02
  that you actually have a ride or die community and not just an
• 42:05
  audience of people who follow you and follow your your stuff.
• 42:09
  So the first of the seven PS to building community is purpose.
• 42:15
  So if you want to think, I want you to think about these, these
• 42:18
  seven, if you can just memorize the seven, you'll have a great
• 42:20
  framework from which to operate off.
• 42:22
  And again, to give credit where credit is due, this is actually
• 42:24
  a framework from David Spink. He is the author of the book
• 42:27
  called The Business of Becoming, where he literally talks all
• 42:32
  about the significance of community and how to effectively
• 42:35
  do that. So the seven piece of community
• 42:37
  by David Spink, one of the seven that he mentions is purpose.
• 42:41
  So why does your community need to exist?
• 42:45
  OK, so I'm going to ask you some questions with these.
• 42:47
  Why does your community need to exist?
• 42:51
  Not because it's a niche, not because of your offer, but like
• 42:54
  the true deep reason why people are gathering.
• 42:57
  So he notes, David notes, that if you cannot answer this
• 43:01
  specific thing, what specific problem does this community
• 43:04
  solve for the people in it? If you can't answer that, then
• 43:08
  you don't have a community yet, you just have a content channel.
• 43:12
  So when we think about what specific problem does this
• 43:17
  community solve for the people in it?
• 43:19
  I'm going to give you an example of ambitious to kind of break
• 43:22
  the 4th wall, if you will, and also provide an example so you
• 43:25
  can think about what this might look like for you or kind of
• 43:28
  just add some context or color to what we're talking about.
• 43:32
  So for ambitious, the reason I started ambitious, as I said
• 43:34
  earlier, is I didn't want it to be the Kate Perkovic show.
• 43:37
  That was something I was very clear about from the beginning.
• 43:39
  The reason I feel like I created it is because I felt like I
• 43:43
  myself have learned from a lot of incredible male mentors.
• 43:48
  I've worked with a lot of incredible men in business and
• 43:51
  they're very, very, very wicked smart and just so knowledgeable.
• 43:55
  But I felt like a lot of the time, I was trying to tailor it
• 43:58
  and, like, adapt it almost to me as a woman.
• 44:01
  And it felt, yeah, it always just felt like it needed to go
• 44:03
  through a filter before it could truly feel mine.
• 44:06
  And I wanted to find a place where I could talk about things,
• 44:10
  share information that I really loved and strategy that I felt
• 44:13
  like has been so influential for me, but also do it in a way that
• 44:17
  I feel like I didn't have to add some filter to it to make it
• 44:20
  mine. And so that was #1 #2 I
• 44:23
  recognized that, you know, when I was building my business, I
• 44:26
  was listening to the likes of like Tony Robbins, Gary Vee and
• 44:30
  my let's. I been listening and watching
• 44:34
  these male mentors online. And I thought, well, like,
• 44:38
  where's the go to space for women?
• 44:40
  And I wanted there to be a space where women could kind of tap
• 44:44
  into their vision of what they want to create.
• 44:47
  Like to tap into the fact they wanted to be a badass business
• 44:50
  owner and they wanted to, you know, scale a business and they
• 44:53
  wanted to go for ambitious things in every bucket.
• 44:57
  And this was the other part I learned is like I, I'm a real
• 45:02
  like, I would say like pusher. So I liked to be like, OK, cool.
• 45:05
  Like how can I push myself physically?
• 45:07
  How can I push myself mentally? How can I push myself to have
• 45:10
  like the top relationship, the top understanding of myself?
• 45:14
  And I recognize ambitious was not just in my business.
• 45:17
  It was like this identity that I wanted to adapt in every bucket
• 45:20
  of my life. And I wanted to create that
• 45:22
  space for the old me, such as yourself, even if you're like,
• 45:26
  you know, one step behind me, or maybe you're listening to this
• 45:29
  right now, you're an aspiring entrepreneur, you're scaling
• 45:31
  your business right now, you're in the growth phase.
• 45:34
  I wanted to be to be a place where like that people could
• 45:38
  learn that. And I also recognized, and
• 45:40
  you've heard me talk about this before, that less than 2% of
• 45:44
  female founded businesses hit seven figures.
• 45:46
  And So what I recognized was like, there's a lot.
• 45:48
  And listen, I don't have any shade to the boys like there.
• 45:50
  There's a lot of men in business who are very smart and I respect
• 45:53
  very deeply, But I also thought there needs to be a place where
• 45:57
  women can tap into that masculine energy that they have
• 46:00
  in business and not feel shame around it, but also be able to
• 46:04
  connect with other women at the same time.
• 46:06
  And so I thought, what better thing to do when I'm craving
• 46:10
  that space than to literally be the host of that party.
• 46:13
  And so the purpose of what it solves is allowing women a space
• 46:18
  to, as online businesses feel like they have a place to come
• 46:22
  back to, that they feel like they can come here to learn
• 46:25
  about themselves, their relationship, their business,
• 46:28
  their brand, their finances, their mindset, their health like
• 46:33
  that. If you are someone who wants to
• 46:35
  go for big ambitious things in any bucket of your life that you
• 46:37
  see ambitious as a resource to do that.
• 46:39
  And if that's how you feel, as I hope it's how you feel because
• 46:43
  it's how I felt in creating this, that was truly the the
• 46:45
  first P, which was the purpose of why I created it.
• 46:49
  It was not about, well, like this is our, you know, funnel to
• 46:51
  this content and to that content.
• 46:53
  It wasn't about that. It was about what's the, the
• 46:56
  bigger thing that we want to have this be a tool for for our
• 46:59
  people. And that was basically how it
• 47:02
  was created. So ask yourself number one for
• 47:05
  the first of the seven PS what is the purpose of your audience?
• 47:10
  So like what specific problem does your community exist for
• 47:15
  and look to solve for the people inside of it?
• 47:18
  And again, not about a niche, not about your offer.
• 47:21
  This is about for the people. OK.
• 47:23
  The second, which will be easy to remember now of the seven PS
• 47:26
  is people. So the first we have is your
• 47:28
  purpose. The second we have is people.
• 47:31
  So who is this for? Who is this community
• 47:33
  specifically for? And also most importantly, who
• 47:37
  is your community not for? So, for example, the specificity
• 47:44
  of the person you want to connect with is what makes
• 47:48
  people want to belong. So I usually know when someone's
• 47:52
  listening to Ambitious, there's a couple things I probably know
• 47:53
  about you. Number one, you probably listen
• 47:55
  to podcast pretty consistently to develop yourself and to grow
• 48:00
  and to expand, as I said, into that next level of the person
• 48:02
  you want to become. I would hazard to guess that you
• 48:05
  probably are somebody who is starting a business or maybe
• 48:09
  you're looking to grow or to scale a business right now.
• 48:11
  I would also say that if you resonate at all with what is
• 48:15
  discussed inside of Ambitious, that you also have just really
• 48:19
  good values. You have ethics in the way that
• 48:21
  you operate. You have integrity.
• 48:23
  You are very driven and you want to move fast, but you also are
• 48:26
  not the kind of person who needs to step on other people to make
• 48:29
  that happen. And you want to play fair and
• 48:32
  you also in playing fear, still very much want to win.
• 48:35
  And So what I know about the women who listen to this is that
• 48:39
  many are in some regard a personal brand or a service
• 48:43
  based business and have those values, have those kind of core
• 48:47
  ingredients in the way that they operate.
• 48:50
  And the second P of people is important because loyal
• 48:57
  communities are so granular and specific about who their
• 49:04
  audience is really for. And I think that this is like
• 49:07
  probably one of the most important things for you to have
• 49:10
  clarity on when it comes to your community is to say who really
• 49:15
  is the true person that you want to connect with?
• 49:18
  And you know, I'm going to get to this with the there's another
• 49:21
  P in the seven PS that I think is also going to reiterate this
• 49:24
  and kind of reinforce it for you.
• 49:26
  But there's also the aspect of who's this for, but who is it
• 49:30
  not? I think that is like for me,
• 49:32
  always been the easiest way to define really who my stuff is
• 49:36
  for. And it's not a matter of just
• 49:38
  listing up the qualities of like yourself, but it's saying if I
• 49:42
  had like the perfect person, listen to this, who's like the
• 49:46
  complete opposite of them, that I really don't think this is for
• 49:49
  or that I don't want to create this community around.
• 49:52
  And many that I ask when I do brand exercises with people,
• 49:56
  many people have clarity of who they're not for, sometimes even
• 50:00
  more specifically or more intentionally than who it is
• 50:03
  for, right? Like it's like, oh, who's this
• 50:05
  not for? It's not for this person, that
• 50:07
  person, that person. And you'll see them start to
• 50:09
  like list things out. That's because they have such
• 50:12
  crystal clarity of like, I don't want these people here.
• 50:15
  That's not who this is intended for.
• 50:17
  That might come to you quicker. And if it does, that's totally
• 50:20
  OK. It's going to by the inverse,
• 50:23
  tell you who your community is for.
• 50:25
  So that's the second of the seven PS.
• 50:27
  The third of the seven PS is a place.
• 50:30
  OK, so where do these people gather?
• 50:33
  And does that place serve the purpose your people need?
• 50:37
  A place that feels like there's not just something that you whip
• 50:40
  together because it was easy. I also want to say that the
• 50:44
  wrong platform can also kill a community.
• 50:48
  So what you want to ask yourself with the platform piece of it or
• 50:52
  the place, is that the place where they gather?
• 50:56
  It needs to be something that they themselves enjoy coming to.
• 51:01
  It's not something that you just say, hey, I'm deciding that you
• 51:04
  gather here. OK, So it's something where the
• 51:08
  end person is being kept in mind when you are creating different
• 51:13
  resources, when you are creating different supports for them or
• 51:17
  different places for them to connect.
• 51:18
  It needs to be something that keeps the end person in mind.
• 51:21
  So ask yourself with your community, where are the places
• 51:25
  that these people gather? And it's not just about, oh,
• 51:29
  like they gather on Instagram. It's to say, OK, great.
• 51:31
  But like where else are they connecting with each other?
• 51:35
  Or are they connecting with each other anywhere else?
• 51:37
  Now, the next we're going to be getting into.
• 51:39
  So remember, to summarize until now we've got purpose, we've got
• 51:42
  people the place they gather, and now we're on to #4 which is
• 51:47
  participation. What do members do inside of
• 51:51
  your community? You need to give people reasons
• 51:55
  to show up for the community. And I'm going to kind of break
• 51:59
  the 4th wall in a couple different ways that we do this.
• 52:01
  So with ambitious, there's a couple different things that we
• 52:05
  do. We ask to engage with you.
• 52:08
  You probably have heard me on past episodes say, hey, if
• 52:11
  anything landed for you today, if you have any questions, if
• 52:14
  you have something even just you want to share something you're
• 52:16
  working on, slide into my DMS. I'd love to connect with you.
• 52:19
  That basically says, hey, like raise your hand, tell me you're
• 52:22
  here. Like would love to hear from
• 52:24
  you. Tell me what you're working on.
• 52:25
  Tell me a clarity piece that's coming up for you.
• 52:27
  I'd love to connect. There's an open door for
• 52:30
  connection 2. The other thing that we also do
• 52:33
  is that we have a submit a question feature both on our
• 52:37
  website as well as typically in our show notes as well, where
• 52:41
  you can actually submit a question to have your question
• 52:44
  asked and answered on one of our Q&A hot seat episodes.
• 52:48
  So if you want to submit a question, you can also engage
• 52:51
  with us. We have a leave a review link on
• 52:55
  on our website for the podcast, so you can also tell us your
• 52:59
  feedback. What are you liking about the
• 53:00
  podcast? What are you not liking about
• 53:02
  the podcast? Anything or thoughts that you
• 53:04
  have around, you know, why you listened or maybe some of your
• 53:08
  favorite episodes, what you love about it, et cetera.
• 53:10
  So you're getting the ability for that person to engage.
• 53:15
  We also have our ambitious network, which we had full
• 53:19
  transparency, we started at the beginning and I kind of at that
• 53:23
  time because I had so many people that said, hey, I want to
• 53:26
  connect. I created the ambitious network
• 53:28
  and now I'm like, OK, great. Like I know exactly what I want
• 53:30
  this to look like. I want to, we've really cool
• 53:33
  episodes that are coming out actually with a new structure,
• 53:35
  which I'm excited to release that are actually going to be a
• 53:38
  hot seat coaching of you and of your business.
• 53:40
  So if you want updates on that, stay tuned inside the ambitious
• 53:43
  network. But we're doing, you know, book
• 53:45
  giveaways in there and we're doing incredible things to get
• 53:48
  participation of our audience to say, hey, if you want to win a
• 53:51
  book from today's guest, comment the word below.
• 53:53
  We will send you a copy of their book.
• 53:55
  So it's things that we do to just to be able to connect with
• 54:00
  you. That's really all it comes down
• 54:02
  to. It's just to say like, let's
• 54:03
  connect. And again, let's contrast this
• 54:07
  on the other side of maybe another podcast that you listen
• 54:09
  to where you've never talked to the host.
• 54:12
  You have never been able to ask a question.
• 54:14
  You've never been able to submit a topic.
• 54:16
  You've never been able to engage with other members.
• 54:19
  You've never been able to get access to resources.
• 54:22
  You feel like nothing's happened, Like there's there's
• 54:24
  been nothing technically that has come from that.
• 54:28
  If that's the case, that's content.
• 54:30
  OK. It's again, it's not to say it's
• 54:31
  bad. It's just it's content that's
• 54:33
  not community and we need to make sure that we're not
• 54:36
  confusing content with community.
• 54:38
  Community means remember before when we kind of rewind and we
• 54:42
  zoom back. Community is a by product of a
• 54:46
  conversation with your people, not a broadcast where it's just
• 54:51
  me yapping into your ear each week and your thoughts, your
• 54:54
  questions, your concerns, your comments are not considered.
• 54:58
  If I just came every week and said, great, we'll here's some
• 55:00
  info. Hope that helps.
• 55:02
  And there was no opportunity for you to give feedback, for you to
• 55:06
  add your two cents in to inquire or to connect with me.
• 55:10
  It would feel very shallow because it is, it would be
• 55:14
  literally just content. There would be no community to
• 55:17
  it. And that was something I knew I
• 55:18
  didn't want this podcast to be. So participation is a crucial
• 55:23
  part of having an active community.
• 55:25
  Are you allowing or inviting people to come back with
• 55:29
  conversation to you or are you just broadcasting at your
• 55:33
  audience? Now, this is the one that I
• 55:35
  mentioned earlier when we're saying who's your audience for
• 55:38
  and who's it not for. Part of who it's not for is also
• 55:42
  going to be this next P, which is called policy.
• 55:45
  Policy basically means that we need to have rules of both
• 55:50
  things that are spoken but also unspoken when it comes to how
• 55:54
  people are behaving inside of your audience.
• 55:57
  And so this is really your culture, truthfully, in like
• 56:01
  written form, in detail, strong communities, some of the most
• 56:05
  powerful communities are people who really intentionally protect
• 56:09
  their rooms. You need to define inside of
• 56:13
  your community what is acceptable and what is not.
• 56:17
  And this is something that needs to remain consistent and
• 56:20
  typically that needs to be reinforced consistently.
• 56:24
  So here's the thing, remember how before I was saying, you
• 56:28
  know who's this podcast for? It's for a heart centered
• 56:30
  person. It's for somebody who has
• 56:33
  incredible values, who's very driven, who doesn't need to step
• 56:37
  on others in order to be able to win or to succeed.
• 56:40
  One of the things that you probably can tell from the way
• 56:44
  that I talk about business or the way that I talk about any of
• 56:47
  these buckets is that I myself hold those values.
• 56:51
  And the way that I operate in business, the way that I treat
• 56:53
  others, the way that I leave my life.
• 56:56
  And So what I ask is the same of those in my community.
• 57:00
  I hold the people in my circle to a high level of ethics,
• 57:04
  values, standards, and I don't really have tolerance for the
• 57:10
  putting down of others, the manipulation of others.
• 57:13
  I genuinely believe to my core, as I know many of you who are
• 57:18
  listening right now do as well, You are someone who, as I said,
• 57:22
  still wants to win the game. You're just not the person who's
• 57:25
  going to be cheating to make that happen.
• 57:27
  In your mind, you're like, if I win this game, I'm winning fair
• 57:29
  and square. And it's because I worked my
• 57:31
  butt off. I did what it took.
• 57:33
  I put in the training, I put in the hours, and that's why I'm
• 57:36
  here. And I'm all for the confidence.
• 57:39
  I am all for all of that again, as long as it never means that
• 57:43
  we're doing it in an unethical, no values based way.
• 57:48
  And So what it means is if you are somebody who's one of those
• 57:51
  people, this podcast is not going to resonate with you
• 57:55
  because you're going to be like, well, I do want to cheat and
• 57:57
  what is the shortcut? And I do want to be able to step
• 57:59
  on people. If that's something that's the
• 58:01
  way you operate business, you will not resonate with anything
• 58:04
  that I put out. And I'm so entirely OK with
• 58:08
  that. I could not care less if my
• 58:11
  stuff doesn't resonate with you. And that is because you're not
• 58:13
  for this community. And the thing that I know and
• 58:18
  I've seen from the incredible women who message me from this
• 58:20
  podcast is that they also share with me what they're seeing.
• 58:25
  They share with me the things that they see in the industry
• 58:27
  that are unethical, that they feel are like unaligned when it
• 58:31
  comes to values that they feel like are unfair or the
• 58:34
  experiences that they've had. And we have this like really
• 58:38
  core value of transparency and openness and connection and
• 58:42
  sharing that comes with these episodes.
• 58:45
  And so I think it's really important that you recognize
• 58:48
  that there has to be policies inside your community.
• 58:51
  You can't be for everybody. And in picking who you are for,
• 58:55
  you have to ask yourself, in order to be part of that
• 58:58
  community, what are the rules of what it means to sit with us?
• 59:02
  What are the rules of what it means to be part of this?
• 59:05
  And those rules are actually going to be the bumper lanes to
• 59:09
  help to protect the people inside and protect the room, but
• 59:12
  also to keep out the people who aren't in alignment with that
• 59:16
  brand or community. Now, something that's going to
• 59:19
  help your community to take a life of its own and that will
• 59:21
  literally allow it to bloom into something beautiful and
• 59:24
  incredible is another of the seven PS, which is promotion.
• 59:29
  Meaning are your members inviting other members to be
• 59:33
  part of your community. So if people are not bringing
• 59:38
  other people into your community, your community has
• 59:41
  not given them enough yet to be proud of.
• 59:44
  And this is for us part of, you know, I would say my big biggest
• 59:50
  like success metric. If I think about community for
• 59:53
  my offer, it's, you know, obviously referrals, bringing in
• 59:57
  people who say, hey, I had such a great experience in this that
• 1:00:00
  I told five of my friends and I want them to Join Now.
• 1:00:02
  And I sent so and so your way. It's one of the biggest
• 1:00:05
  compliments that I could ever receive in coaching, but it's
• 1:00:08
  also something that's a huge compliment to me with this
• 1:00:11
  podcast. You know, when people share,
• 1:00:13
  hey, I'm listening to today's episode on their story or I love
• 1:00:16
  this episode. Like that's you taking time out
• 1:00:19
  of your day to share this podcast with people that are
• 1:00:23
  inside your audience. When I've, you know, had people
• 1:00:26
  say, hey, so and so sent me your episode about ABC, it's one of
• 1:00:30
  the biggest compliments that I could literally ever ask for.
• 1:00:33
  And that's because people are taking again, time out of their
• 1:00:35
  day to share our podcast with people in their world.
• 1:00:40
  So what that is to me is like, it's the the easiest symbol of
• 1:00:45
  true, true community because it would be so easy for me to say
• 1:00:49
  like, you should listen, you should listen to this.
• 1:00:52
  But at the end of the day, it's not just, oh, you should listen
• 1:00:55
  to this. It's like people telling their
• 1:00:56
  friends who tell their friends who tell their friends that they
• 1:00:58
  should listen to this. That's really the domino effect
• 1:01:02
  of where community happens is when you, the person who are
• 1:01:05
  leading it, are not the only person who's promoting it.
• 1:01:08
  You also have the people who are in it promoting it as well.
• 1:01:12
  And the last of the seven PS is performance.
• 1:01:14
  OK, So how do we measure whether our audience and our community
• 1:01:21
  are actually working and not based off of like superficial
• 1:01:24
  metrics, but true metrics, meaning like, are people
• 1:01:29
  staying? So like, I had a message from
• 1:01:31
  somebody. She's incredible.
• 1:01:32
  So she messaged me and she said, hey, Kate, I'm going to be
• 1:01:34
  really honest with you. I think I've listened to every
• 1:01:37
  single ambitious episode that's ever been put out.
• 1:01:39
  And I was like 100, like 100 hours of me.
• 1:01:44
  And she was like, yeah, I like, I love the conversations.
• 1:01:47
  And I said to her, Oh my God. Well, first of all, thank you.
• 1:01:49
  And second of all, what do you want to hear?
• 1:01:51
  What are episodes that would help you?
• 1:01:52
  Where you at right now? Like what can we record to
• 1:01:54
  support you? Like like Gimme, Gimme the one O
• 1:01:57
  1. And it was incredible because I
• 1:02:00
  I basically looked for myself to say, OK, it's not about just
• 1:02:05
  total downloads. It's a a matter for me of like
• 1:02:07
  how many people are feeling excited for Thursdays when a new
• 1:02:12
  episode comes out. That to me is something that I
• 1:02:16
  would actually say is the true metric of success.
• 1:02:20
  Because what that means is it's not about the podcast, but the
• 1:02:22
  fact that whatever we're talking about is actually valuable
• 1:02:25
  enough for you that you want to come back and spend time, which
• 1:02:28
  to me means that we're doing something right because it is
• 1:02:31
  serving you in some way. So that for me is a really clear
• 1:02:34
  metric of success. So are they referring people?
• 1:02:37
  Are people staying in your world, in your ecosystem?
• 1:02:40
  Are they active? And I think it's important
• 1:02:43
  because when we don't measure performance, we kind of can't,
• 1:02:47
  like we were saying earlier, really define is our community
• 1:02:50
  on a scale of 1 to 10. Remember when I asked you that
• 1:02:52
  scale of 1 to 10, what did you grade yourself?
• 1:02:56
  And when you graded yourself, whatever number you gave, why
• 1:03:00
  did you give yourself that number when I said what's,
• 1:03:02
  what's your level of community on a one to 10 if it couldn't be
• 1:03:05
  for followers reach or visibility.
• 1:03:07
  And let's just say you are a six.
• 1:03:10
  I want you to ask yourself what the six mean?
• 1:03:14
  What was the six defined by? What was the the metrics of what
• 1:03:18
  made you decide 6 And that's important because you want to
• 1:03:23
  know that a busy community and a healthy community are two very
• 1:03:28
  different things. So I know people who have
• 1:03:33
  millions and millions and millions of podcast downloads,
• 1:03:36
  but they have no community. And this kind of goes back to
• 1:03:38
  Instagram. It goes back to e-mail lists.
• 1:03:40
  You can have tons of people on the e-mail list, but no one who
• 1:03:42
  opens them. You can have a huge Instagram or
• 1:03:46
  a TikTok audience, but no community within it.
• 1:03:48
  You can have lots of people who download your podcast, but none
• 1:03:51
  of which you ever engaged, never share it with their friends,
• 1:03:55
  never do anything with the information.
• 1:03:58
  And so it's important that when we gauge performance of our
• 1:04:02
  community, we're also reflecting on what do we define as success
• 1:04:07
  when we're saying it is or is not successful.
• 1:04:09
  OK. So I want to just kind of
• 1:04:11
  reiterate to zoom back to the seven PS.
• 1:04:14
  So again, to give credit where credit is due to this incredible
• 1:04:17
  framework, David Spink who is the author of the business of
• 1:04:21
  becoming, these are the seven PS of community which are purpose,
• 1:04:24
  people, place, participation, policy, promotion and
• 1:04:29
  performance. OK, so today we talked all
• 1:04:33
  things community and what that looks like in against and beside
• 1:04:38
  audience. And so if your audience
• 1:04:40
  disappeared from social media tomorrow, one of the questions I
• 1:04:43
  want to leave you with is how many of the people that are in
• 1:04:46
  your current social media audience or current marketing
• 1:04:49
  audience, wherever that may be hosted, how many of them would
• 1:04:52
  still find a way to connect with you if you disappeared tomorrow?
• 1:04:57
  That number is your true community size.
• 1:05:01
  That's your true community is how many people would search for
• 1:05:04
  you in the event that you disappeared online tomorrow.
• 1:05:07
  And I want you to ask in the last 90 days of what you've put
• 1:05:12
  out on the Internet, how much of that was designed to simply
• 1:05:17
  impress people to, you know, get clicks to get engagement.
• 1:05:22
  And how much of that was truly designed with intention or in
• 1:05:26
  the nature of getting people to connect.
• 1:05:30
  And so I asked this because this is really where we get to do the
• 1:05:34
  work as online businesses to differentiate ourselves.
• 1:05:37
  And I'm going to be very honest with you, it's literally never
• 1:05:39
  been easier. It's never been easier to do
• 1:05:41
  this. And that is because there are
• 1:05:43
  people who are not caring at all about this and not integrating
• 1:05:47
  it. And they also are going to be
• 1:05:48
  the businesses that dissolve in the next five years on their own
• 1:05:53
  without trying. This is something that if you
• 1:05:55
  focus on building these seven PS inside of your community, I can
• 1:05:59
  guarantee you in the next 6 to 12 months, you are going to feel
• 1:06:03
  a massive shift. And I'm not asking you to double
• 1:06:06
  the size of your audience. I'm not asking you to double
• 1:06:08
  your engagement. I'm not asking you to adjust
• 1:06:11
  these vanity metrics. I'm asking you to actually start
• 1:06:13
  to ask, do I have the ingredients that my people need
• 1:06:18
  to be part of this community for the long haul?
• 1:06:21
  And if you haven't, my hope and my intention for you is by
• 1:06:24
  listening today that you'll take even just one or two of these
• 1:06:27
  seven PS and start to get clarity on them.
• 1:06:30
  Start to integrate them and make them a priority for the next
• 1:06:33
  quarter of your business. So as always, if you're
• 1:06:37
  listening today and you're like, you know, what would the this P
• 1:06:39
  look like for me or I have a question around this or, you
• 1:06:42
  know, I'm trying to gauge my defined success of my community.
• 1:06:46
  As always, my DMS are always open.
• 1:06:48
  If you have any questions, comments, things you want to
• 1:06:50
  share, maybe even honestly just a reflection and listening to
• 1:06:53
  today's episode, you know, my DMS are always open for you.
• 1:06:57
  With that being said, we are also going to be posting in
• 1:07:00
  connection to today's episode because it was a pretty, you
• 1:07:04
  know, intense hour of questions and reflections.
• 1:07:07
  We're also going to be having a download inside of the ambitious
• 1:07:11
  network. So if you are someone who's
• 1:07:13
  listening today and you're like, I really want to see a document
• 1:07:16
  of these 5P or sorry, these seven PS here I am with my own
• 1:07:20
  framework still stuck in my brain.
• 1:07:21
  If you are somebody who wants this framework of the seven PS,
• 1:07:25
  we are also going to have a download that is associated with
• 1:07:27
  this episode. So how you get that is going to
• 1:07:30
  be in side of our ambitious network.
• 1:07:31
  If you're already in there, you can head to the resources portal
• 1:07:34
  that will have all of this for you.
• 1:07:36
  It'll be organized by the episode title, so it's super
• 1:07:38
  easy to find. But also if you're somebody who
• 1:07:41
  feels like you've never been inside the ambitious network
• 1:07:43
  before and you also want to get inside, there's two ways to
• 1:07:46
  join. There's a link underneath in the
• 1:07:48
  show notes of this episode where you can join our network as well
• 1:07:51
  as if you want just shoot me message on Instagram.
• 1:07:53
  I can also send you the link directly.
• 1:07:55
  This is a place where you can get, you know, giveaways
• 1:07:57
  resources. You know that I love to cover a
• 1:08:00
  lot of really meaty topics and sometimes like myself, when I
• 1:08:04
  listen to a podcast, I'm on a walk, I'm on the treadmill, you
• 1:08:07
  know, I'm in the car and I can't quite take notes, but I really
• 1:08:10
  want to come back to it. And so this is a really great
• 1:08:12
  way for you to feel like you get an initial experience of this
• 1:08:16
  framework and you can go dive into it deeper if you want to at
• 1:08:19
  a later date with the download inside.
• 1:08:21
  So join us inside of the network if you want to dive into this
• 1:08:23
  even deeper. With that being said, we will
• 1:08:25
  see you on next week's episode. And, as always, stay ambitious.