The Ultimate Top Funnel Play: Community Building

What if everything you’re doing to “build” a community is driving it away?

Jason Baum’s journey into community-building started in unexpected places—before it became a B2B buzzword.

In this episode, he and Carlos unpack what most brands get wrong about building a community: it’s not a channel, it’s not a forum, and it’s definitely not a short-term play. From getting people to care, to earning trust before asking for attention, they explore what it really takes to build a space where people feel they belong and want to stay. Because in the end, a community isn’t a channel. It’s a relationship—and if it’s not genuine, it won’t stick.