Hey,
We’re Akil and Mike.
We’ve built careers helping companies reach their ideal customers, and now we’re sharing with you the best ways we’re seeing in the world to do it.
From niche community groups to international brands we cover new and classic case studies to build communities and monetise audiences.
We believe community-driven sales will be a more prominent way of doing business as more people search to fulfill their wants and ambitions in groups vs the highly personalised era of the previous decade, but let’s see.
AK + Mike
This episode explores the concept of Community-Driven Sales (CDS), highlighting how prioritising relationships and customer involvement can lead to sustainable growth and brand trust.
Rather than focusing solely on transactions, this approach emphasises building loyalty and advocacy by engaging customers throughout the brand journey, from product development to promotion.
A case study of the beauty brand Glossier demonstrates the practical application of CDS principles, showcasing how two-way communication, transparency, and turning customers into brand ambassadors contributed to their significant success and highly engaged community.
The core message is that businesses fostering an authentic connection with their community can transform customers into passionate advocates, ultimately building a sustainable and emotionally resonant brand.
Read the full article on Substack: https://open.substack.com/pub/makecommunity/p/8-beyond-sales-building-relationships?r=5hk7md&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
5 Aug 2025
🌱 #7 Scaling with Community and Operations
This episode discusses the challenges and strategies involved in scaling a successful minimal loveable product (MLP) into a larger operation.
It highlights the importance of balancing operational readiness and infrastructure development with maintaining strong community engagement.
Using case studies of Treasure Tress and Slack, the text illustrates how leveraging user feedback and fostering a passionate community are crucial for achieving sustainable growth and becoming a market leader.
The examples demonstrate that prioritising both practical scaling and the core appeal of the product leads to a more resilient and championed brand.
Read the full article on Substack: https://open.substack.com/pub/makecommunity/p/7-scaling-up?r=5hk7md&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
22 Jul 2025
♻️ #6 Shared Value and Community Sustainability
This episode explores how organisations focused on community impact can achieve financial sustainability by forming strategic partnerships.
They highlight the importance of identifying partners who share values and see the benefit of connecting with the community's audience, creating mutually beneficial paid propositions.
Case studies of Mentor Black Business and TEDx illustrate successful models where collaborations with entities like Lloyds Bank and global brands enabled programme expansion, enhanced community offerings, and provided partners with valuable exposure.
The overarching theme is that sustainability is achieved by aligning shared value between the community, partners, and the initiative, leading to scalable growth and long-term impact.
Ultimately, those who care and invest are key to carrying the mission forward.
Read the full article on Substack: https://open.substack.com/pub/makecommunity/p/6-who-cares-pays?r=5hk7md&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
8 Jul 2025
🫶🏾 #5 Building Beloved Products with Your Community
This episode explores building a Minimum Lovable Product through community co-creation, using Airbnb and Figma as examples, to foster user loyalty and drive product growth.
24 Jun 2025
✅ #4 Cultivating Community Engagement and Trust
This episode explores how communities flourish through engagement and trust, highlighting strategies like dedicated spaces and transparent communication, while emphasizing authenticity and user prioritization.
10 Jun 2025
🗺️#3 Mapping Community Engagement
This episode explores mapping a community's journey to understand audience engagement across online and offline platforms, emphasizing inclusive hybrid spaces for fostering innovation and sustainable relationships.
27 May 2025
🤝🏾 #2 Understanding your audience
Industry experts discuss the core principles of Community-Driven Sales, emphasizing audience understanding and engagement through case studies like DOES and Dove's Real Beauty Campaign, which fosters loyal communities.
8 May 2025
👥 #1 Community-Driven Sales Strategies
Akil and Mike explore community-driven sales strategies, emphasizing building trust and strong relationships with target communities to provide genuine value, in this interview.
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