In this podcast with Robbie, we discussed various topics of increasing importance on the changing landscape of business models and what all it entails. Lots of businesses are struggling to get their business model right. Robbie went into details on some pitfalls and some challenges. In this book, she lays out a clear and actionable summary with stories and playbooks that are easy to follow for the readers. It’s a great watch for anyone who cares to learn about forever transactions.
1:50 Robbie’s journey.
6:25 Consumer experience with the subscription economy.
10:55 Businesses that aren’t suitable for membership.
12:23 Evolution of the membership space.
15:23 Maturity level of businesses in the adoption of membership model.
18:03 Misunderstanding on membership.
22:45 Being business ready for subscription.
26:22 Changing business culture to adopt subscription.
31:22 Business transformation into subscription.
35:52 Coming up with the title “Forever Transaction”.
41:00 The ideal reader for “Forever Transaction”.
43:25 Challenge’s in membership adoption.
47:40 Subscription fatigue.
50:01 Robbie’s success mantra.
52:46 Robbie’s favorite reads.
55:11 Closing remark.
The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave by Robbie Kellman Baxter amzn.to/2HBjJG7
Robbie’s Recommended Read:
Selling With Noble Purpose: How to Drive Revenue and Do Work That Makes You Proud by Lisa Earle McLeod, Elizabeth Lotardo amzn.to/3jpitCU
Humor, Seriously: Why Humor Is a Secret Weapon in Business and Life (And how anyone can harness it. Even you.) by Jennifer Aaker , Naomi Bagdonas amzn.to/35Ez0xO
1776 by David McCullough amzn.to/31PxNmK
John Adams by David McCullough amzn.to/3hXoQ0f
The Purpose Driven Life: What on Earth Am I Here For? by Rick Warren amzn.to/31TNmKk
Halftime: Moving from Success to Significance by Bob P. Buford (Author), Jim Collins (Foreword) amzn.to/2DoXQb3
Some of the many questions we covered:
1. Explain your journey to your current role?
2. Could you share something about your current role?
3. What does your company do?
4. What is the future of work, worker, and workplace?
5 How has the membership economy disrupted how we do business today?
6. What made you write this book?
7. What were some of the surprises you met during your journey through this book?
8. If I want to test myself through the subscription economy, what are my starting pointers?
9. What are some of the failures your encounter?
10. What is a picture-perfect scenario for covering your business model?
11. How prepared are consumer expectations when the business decides to shift its business model?
12. Why did you write THE FOREVER TRANSACTION after already writing THE MEMBERSHIP ECONOMY?
13. Why are subscriptions so popular right now?
14. How does the culture of a subscription-oriented organization differ from that of a more traditional organization?
15. What are some KPIs for successful implementation?
16. How to check if your business model is ripe for a subscription?
17. What are some cases where subscription is not appropriate?
18. What are 1-3 best practices that you think is the key to success in your journey?
19. Do you have any favorite read?
20. As a closing remark, what would you like to tell our audience?
Robbie Kellman Baxter is a bestselling author, speaker, and consultant with more than 20 years of experience providing strategic business advice to major organizations including Netflix, the Wall Street Journal, and Electronic Arts. In the past ten years, her company Peninsula Strategies has advised over 100 organizations on subscription and growth strategy. Her first book, The Membership Economy was an international bestseller. Her new book, The Forever Transaction, was released in April 2020. It has been described as a true game-changer taking readers through every step of the subscription business process—from initial start-up or testing of a new model to scaling the operation for long-term growth and sustainability to revamping your culture so everyone works together to optimize customer lifetime value. For more information about Robbie go to www.robbiekellmanbaxter.com.
Work 2.0 Podcast is created to spark the conversation around the future of work, worker, and workplace. This podcast invite movers and shakers in the industry who are shaping or helping us understand the transformation in work.
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