Community focus for LTV gains. Why we need to stop using (always on) promotions.

If you asked me (Karl), what's the biggest unlock in ecom right now? This would be my view...

"Community"

Sounds obvious, right? But how do we actually build one while juggling a noisy, fast-paced ecom leadership role?

It’s not as simple as “start a Facebook group” or “post more UGC.” is it? For me, it's much bigger and essential.

A community that actually drives LTV.

Where we achieve team alignment and real clarity on how it ties into growth.

It’s something I’d push for from day one in any online business.

I’ve done it with my own brand and seen how powerful it can be.

But I’ve also been in businesses where we tried to build a community… and it didn’t land.

No buy-in. Too much going on. Bottom of the agenda.

That taught me a lot. About what works, what doesn’t and what it really takes.

Truth is, many ecom leaders have been trying to crack this for years...

“How do we build a real community that sticks - in all the chaos?”

Not a vanity project, but a growth driver.

The competition have made something that feels much more than a transaction...

 • They lead with emotion, tell stories, then sell the features

 • They share behind-the-scenes - the raw stuff people love

 • They make people want to be part of it, because it feels authentic

They get it, they know it works.

And right now, it’s one of the few things that actually drives long-term growth.

But let’s be honest for a sec (commercial hat on)…

CAC is up. Traffic’s down. Conversion? Not great.

We still need to attract the right customers, at the right price and keep them around.

Meanwhile, we need to engage ops to support all of it.

And in the boardroom, community is talked about but not top of the agenda.

And I still haven’t had my sandwich… Grrr

Sound familiar?

If so, this is the stuff I care about and what I am good at... 

Gluing together brand, ops and people in the chaos that is ecom.