It used to be that the relationship with your customers ended at the transaction. You might engage them heavily as they entered your sales funnel, but once you closed the deal, that was the end of it - on to the next.

Today’s guest turns that notion completely on its head. Robbie Kellman Baxter is a consultant, keynote speaker, and the author of The Membership Economy, a fantastic new book that explains why access and community are more valuable than ownership and transactional relationships.

Robbie makes a powerful case that all companies - not just subscription based companies - are better served when they move away from the idea that the relationship ends at the transaction, and realize that they need what she describes as an “ongoing, open, multi-directional conversation” with their customers. What's more, she explains why a membership-oriented culture can positively transform your business.

Additionally, we explore “self disruption” - one of the most fascinating points in the book - the idea that leading companies need to disrupt their own business models, or risk losing out in the long run.

Robbie also describes the fascinating world of Competitive Smell Analysis from her days at Mrs. Field’s Cookies.

We highly recommend her book, and after this interview, you’ll see why.

Key Takeaways

• Robbie explains how her consulting career led her to the concepts behind The Membership Economy, and why she felt she had to write the book.
• Robbie defines the term “membership economy,” and explains why it's relevant to companies in every industry.
• Robbie walks us through the concept of ownership vs. access, and explains how the shift in expectations around ownership has led to major disruption.
• Robbie explains why your company needs to disrupt itself, and the dire consequences that could result if it fails to do so.
• Robbie talks about why your company needs to build a membership-oriented culture, and what that entails.
• Robbie points out that in a traditional economy, the transaction is the end of the relationship, but in the membership economy, the transaction is just the beginning.

Links

• @robbiebax on Twitter
• www.MembershipEconomy.com
• e: rbaxter@membershipeconomy.com  

Recommended Reading 

• The Membership Economy by Robbie Kellman Baxter
• Leadership BS by Jeff Pfeffer
• Power by Jeff Pfeffer

As always, if you haven't yet, please subscribe to, rate, and review the show in iTunes. This show grows by word of mouth, and the more we grow, the more Awesome we can all create together.

Our last episode was all about looking ahead —

Towards the New Year, the future, the things we want to achieve and the path that will take us there.

Now we take a moment to look back and reflect on the year that was.

Because as important as planning, preparation, and goal setting are, it’s the process - the journey - that matters most.

And there are always lessons to be learned.

So in today’s Awesome Office Show, we take a look back and share the top 8 leadership learnings from 2015.

Here's a quick summary of the topics we dive into in depth in the episode:

#1 - The key to leading an ultra productive and fulfilled life is to say no to all but the essential.

Do less, but better. Greg McKeown's book Essentialism provides a framework for achieving this ideal. 

#2 - Effective communication requires empathy, not expectation.

They key to connecting with an audience - be it a group of colleagues, an audience at a speaking appearance, or readers of a blog post - is to put yourself in their shoes and think about how you can make their day better, take away some of their burdens, or answer their burnig questions. Guest Hank Fortener is an expert on the subject. 

#3 - The single most important marketing question is who do you want your customer to become?

It’s not about the product or service, it’s how that product or service can positively transform your customer. Michael Schrage's book makes a strong, eloquent case for this. 

#4 - The most exciting breakthroughs of the 21st century will not occur because of technology, but because of an expanding concept of what it means to be human

An idea credited to John Naisbitt in his book Megatrends. For those of us who focus on people, this represents an enormous opportunity to innovate and make a positive impact.

#5 - Stress and discomfort are an essential part of a productive office.

An idea explored in our conversation with 15five CEO David Hassell, that a certain amount of discomfort and good stress (or eustress) is necessary in order for employees to experience breakthroughs and do their best work.

#6 - Know your team’s personal and professional goals.

They're intertwined; don't pretend like they aren't. 

#7 - Don’t think of people staying as good and leaving as bad.

Tons of toxic cultures have extremely low attrition rates. Think of your company as a D1 college sports team; some employees go pro, others join your coaching staff. Reid Hoffman's The Alliance and Richard Sheridan's Joy Inc. explore this concept and explode the myth that high retention = good culture.  

#8 - Exercise to feel great, eat to lose weight.

A simple change in mindset can unlock the motivation you need to live more productive, healthier lifestyle. When you focus on feeling good and recharging your energy when you workout, you’ll be less likely to skip and more likely to

As always, if you haven't yet, please subscribe to, rate, and review the show in iTunes. This show grows by word of mouth, and the more we grow, the more Awesome we can all create together.