The Impact of Community

Marketing Podcast with Lloyed Lobo

Lloyed Lobo, a guest on the Duct Tape Marketing PodcastIn this episode of the Duct Tape Marketing Podcast, I interview Lloyed Lobo. He is an entrepreneur, podcast host, and community builder. He is the co-founder of, where he leveraged the Community-Led Growth model to bootstrap the company. He is also the co-founder of Traction, a community empowering over 100k innovators through connections, content, and capital.

His book titled From Grassroots To Greatness: 13 Rules to Build Iconic Brands with Community Led Growth. Lloyed explores the intricate art of harnessing the community’s strength as your ultimate acquisition channel, brand differentiator, feedback source, retention lever, and catalyst for transformative change.

Key Takeaway:

Lloyed shares the impact and value of communities in personal, professional, and societal contexts. He shares some of his personal experiences and how the concept of community has helped him. Furthermore, he explains six common traits, referred to as “CAMPER” – Connection, Autonomy, Mastery, Purpose, Energy, and Recognition – which are crucial for building thriving and sustainable communities. It’s important to be consistent in community-building efforts, suggesting that true success often comes after a long series of efforts rather than a few attempts.

Questions I ask Lloyed Lobo:

  • [03:10] Was there some problem you were trying to solve that said I have to write this book?
  • [07:05] There are some people suggesting that advertising and some of the traditional marketing ways have become less effective, that they even do not work at all, and that community is in the last frontier. Would you support that idea?
  • [10:39] Would you say that a strong component of building a community is that there has to be something to rally around or against?
  • [11:32] The subtitle of the book has 13 rules. In your research, you had thousands of interviews, how’d you get it down to 13? Why are those the most important?

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