New episode of my podcast is now live! I went deep with April Maclean, Late Checkout’s head of community on her favorite community-based products. Totally worth the listen. I learned a lot.

You can listen on Spotify and Apple. It’ll be live on YouTube on Monday (subscribe here so you don’t miss it)

New update:

For those that want to go deeper than reading this newsletter or listening to the pod, we set up a FREE community called Late Checkout Land. It’s for people who want to become idea generation machines with community based products. Doesn’t that sound like you?

Applications are here. It’s worth looking into.

Community-based products drive purchases through the roof.

Why?

Because they reinforce identity. And identity is a hell of a drug.

The old way of building of business was: “How do I get potential customers from landing on the website to making a purchase?” 

It was all about the purchase.

The new way is an identity-centric journey. “How do I take the customer from where they are now to where they want to go soon while deepening their identity?

It’s all about the identity.

This is a shift from what to buy to who you are.

It’s way deeper than the first sale. Not only do companies want you to buy from them, they also want you to continue to engage with them through different status points. They want to see you make progress alongside the brand. The more progress you make, the deeper your identity goes

Professional sports teams are the perfect example of community-driven products that reinforce identity. Generations of Buffalo Sabres fans have been born and passed away without ever seeing their team win a Stanley Cup.

Still, there are thousands of Sabres fans that:

• Buy tickets to Sabres games (~$75/ticket)

• Order a Sabres jersey from their team store ($175)

• Watch Sabres games at the bar with friends (~$40 for food/drinks)

• Play hockey on Sunday mornings ($0)

They buy products (both merchandise and experiences) and participate in activities that make them feel like a Sabres fan. It’s who they are, and it becomes subconscious. It’s not just for themselves, either — it’s for others to view them as a Sabres fan.

Now, if that Sabres fan happens to run into a Bruins fan… some unkind words may be spoken. And that Sabres fan would die inside if they ever had to wear a Maple Leafs jersey out in public.

Sports fans identify with the product. They keep tabs on the latest game scores, repeatedly spending money to prove their allegiance to their community. They are given singleplayer and multiplayer experiences. They’re given the resources every day to build a stronger connection with the franchise and fans alike.

When you see someone in public who is a part of your community, you know it.

They’re drinking out of a YETI, just like you.

They’re wearing NoBull sneakers to CrossFit, just like you.

They sat down at a coffee shop and Atomic Habits is poking out of their backpack, just like you.

This is a major paradigm shift. Companies are selling to the lifestyle, instead of the moment. They’re creating products to help you prove that you’re a member of the community. And when there’s a new product drop, the community will swarm to purchase and deepen their identity. 

YETI expanded from coolers to drinkware to bags.

NoBull expanded from workout shoes to running shoes to golf shoes, plus apparel. 

James Clear (author of Atomic Habits) worked with Baronfig to create a notebook and pen set.

A key component of identity with community-driven products is the fear of having the wrong gear. It’s a natural human instinct to make every attempt to belong to a community — but we often feel embarrassed if we don’t look and behave like everyone else in the group.

If you show up to a meetup for car enthusiasts, you’ll feel embarrassed parking next to all of the vintage Corvettes and Mustangs in your 2017 Prius.

The best companies are going to give their communities the context and experiences to repeatedly reinforce their identity.

Because at the end of the day… it’s good business.

Be well,

Greg Isenberg

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Ways we can work together (when you’re ready):

1. You can hire Dispatch by Late Checkout. Dispatch is design subscription for unlimited design starting for $4995/month (if you pay quarterly). We’ve been keeping this hush hush but if you made it down here, check it out. 5 spots left

2. You can join apply to Late Checkout land here

3. You can listen today’s pod and learn more about community-based products from me and my head of community! Listen on Spotify and Apple