Aggressively Human: Online Business in the Age of AI, Algorithms & Automations

• Stay or go? Social media, compromise, and contradictions with Illana Burk

  Should we stay or should we go?Leaving social media has been an increasingly popular choice in the past few years. But is leaving always the most impactful choice?In this episode, we sit down with Illana Burk, business coach and advocate for human-first business, to talk about the messy middle of visibility, values, and doing business inside systems you didn’t build.Illana shares why she’s choosing to stay on social media; not because she’s ignoring the harm, but because of how social media is an important place our voices can be heard.We unpack the compromises and contradictions that come with trying to do business ethically in a digital world—where every platform is flawed, no choice is pure, and the desire to get it “right” can quietly become a trap. Illana offers a grounded, generous perspective on what it means to market with integrity and show up with care.* Why “just leaving” social media isn’t always the impactful move (and who wins if we do)* The difference between marketing, community, connection, and consumption—and how social media serves each differently* Why nuance, dialogue, and moral compromise are necessary parts of human business* Why being ethical in business doesn't mean doing it perfectly, and what that actually looks like in practice* Why presence—not performance—might be the best use of platforms in 2025* The value of showing up in systems you don’t fully endorse, and how to do so with intentionAbout our GuestIllana BurkIllana Has ThoughtsBread and ButterThe Good Business Podcasthttps://illanaburk.substack.com/p/i-dont-really-love-social-media-butResources MentionedRe-imagining Online Business | Brooke Monaghan & Tristan KatzThe Digital Watercooler is Gone | Amanda NatividadLizzy GoddardConnect with UsJoin us on SubstackMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

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• The myth of "set it and forget it": The realities of launching with Dusti Arab

  You have the right offer. The right audience. A launch plan you’ve run before. So why… isn’t it working?This week, we go behind the scenes of a real launch with Dusti Arab, founder of Referral Worthy and longtime marketing strategist, to talk about what happens when a launch starts strong—and then doesn’t go to plan. Dusti walks us through what she planned for her latest launch, what actually happened, and how she adapted in real time by listening to her audience, adjusting her messaging, and staying rooted in what actually matters: relationships and referrals.* Why Dusti built Referral Worthy for small business owners stuck in the feast-or-famine cycle* What worked—and what didn’t—in her recent launch (plus what she’d do differently next time)* How she used affiliate marketing to fill her challenge (and why it outperformed social)* The realities of evergreen offers and how to make them successful* The tradeoffs of free vs. paid launch events—and how to pick the right one for your goals* How to serve different tiers of clients without burning out or diluting your offers* Why thought leadership needs to come before a big launch* The difference between a launch that flops and a launch that feeds your business in other waysAbout our GuestDusti ArabReferral WorthyResources MentionedBehind the LaunchMike GaninoConnect with UsListen on SpotifyListen on Apple PodcastsSubstack: https://aggressivelyhuman.substack.com/Meg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

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• The Requirements for Real Community with April MacLean

  Real community isn’t just a forum full of brand users—it’s something deeper, more intentional, and, if done wrong, more likely to fail. So what does it actually take to build a community that works, one that people want to return to again and again? And more importantly, should you even be building one at all?April MacLean joins Aggressively Human to break down what real community building looks like in 2025. * Why most business communities fail (and why just starting a Facebook group won’t cut it).* What must be present in a business before trying to build community.* The three essential conditions that define a real community.* The difference between a support forum and a true community (and why most businesses confuse the two).* What happens when community managers abdicate leadership instead of shaping the space.* Why exclusivity creates stronger connections—and how to keep your community from turning into a ghost town.* The importance of rituals and rhythms that keep members engaged over time.If you’ve been struggling to make your community thrive—or wondering if you should even start one—this episode is a must-listen.About our GuestApril MacLeanHow to People Newsletter: Where sharp eyes meet sharp wit: A weekly look at customer experience through a very human lens.Connect with UsListen on SpotifyListen on Apple PodcastsConnect with Meg and JessicaMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

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• Cut out the (Meta) Middleman: Creator-Led Newsletter Growth with Dylan Redekop

  No matter your relationship with social media and Big Tech… you can’t argue that it’s become more saturated, more based on the algorithm (bye bye followers, hello “for you” feed), and more “pay-to-play”. So, you decide to focus on your newsletter and stop building on rented land. But in order to grow, you’re told to give even more money to the platforms for ads, or spend time every day posting and engaging - ultimately paying with your attention.What if there was another way to grow your newsletter, without relying on social media or paying high rates for ads to Meta, Google, or Microsoft/LinkedIn? What if you could put that money into the hands of fellow creators - and end up with a more aligned audience?Dylan Redekop joins Aggressively Human to break down sustainable, ethical, and cost-effective ways to grow your newsletter—without handing money to Big Tech.Dylan, a newsletter strategist and creator of Growth Currency, shares how he grew his newsletter, landed sponsorship deals, and helps other newsletter operators grow (in concert with Chenell Basilio) without relying on social media. We dive into cross-promotions, creator sponsorships, paid recommendations, and other overlooked strategies that help you grow an engaged audience by directly connecting with and investing in other creators.If you’ve been struggling to expand your newsletter without relying on algorithms or expensive ads, today’s episode is a must-listen.* Why newsletters and email marketing are not the same thing (and why it matters for your strategy).* How to grow your newsletter without social media or Meta ads (including free and paid tactics).* The right way to collaborate with other creators through cross-promotions, guest features, and swaps.* The "hidden" world of creator sponsorships—how to sell and buy newsletter sponsorships the smart way.* What not to do when growing a newsletter (and why some cross-promos kill audience trust).* The truth about paid recommendations (how they work, who gets paid, and whether they’re worth it).* How to use AI and automation to enhance your newsletter without losing your voice.“This is the most meta thing. So you're having to do marketing to get your paid recommendation placed on other people's recommendations widget. Instead, this could be how it works: “Hey, I like you and I have the same audience. I will pay you if you put me as your paid widget.” - JessicaMissed our last episode about consent- and agency-based newsletter practices?Listen to our last episode about Email Automation with Heart with Bev Feldman:About our GuestDylan Redekop, LinkedInChenell Basilio’s Growth in Reverse NewsletterGrowth in Reverse YouTube, co-hosted by Chenell and DylanGrowth in Reverse Community (say hi, Jessica is there!)Post: How To Grow Your Newsletter without Social MediaResources MentionedJosh SpectorCraft and Commerce (Kit Conference, Boise ID)Jordan Gill - Systems Saved Me podcastJustin Moore - Sponsor Magnet bookConnect with UsListen on SpotifyListen on Apple PodcastsConnect with Meg and JessicaMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

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• Beyond "Not Spam": Heart-Centered Email Marketing with Bev Feldman

  Email automation specialist and Kit Ambassador Bev Feldman believes that we can use email marketing software as a way to build relationships while giving your subscribers agency over their inbox experience.There are the illegal “no-nos”: the most egregious email practices that make us want to throw away our phones or hit the spam button. There are the morally gray areas of more manipulative email marketing, or just even a sub-par experience.But in an aggressively human fashion, we can actually not just maintain but enhance our relationship with subscribers by incorporating consent-based practices like landing page customization, email customization, opt-outs, pauses, and segmentation.In today’s episode, we explore the ways automation with heart can improve the relationship with your email list:* The 7 deadly sins of email marketing (and why they’re costing you trust and engagement).* How to define what email marketing tactics are aligned with your values.* Why clear expectations in your welcome sequence are so important to set the tone with new subscribers, especially if they are joining from summits, bundles, or recommendations.* How giving subscribers more choice actually makes your emails more effective.* The consent-based practices that engage your subscribers in a deeper conversation.* Why your best content is getting lost—and how to make sure new subscribers see it.* How to use auto-responders to set boundaries, protect your time, and even generate revenue.Missed our episode with Jeremy about his welcome sequence?Get that here: https://aggressivelyhuman.substack.com/p/13-depth-as-a-feature-not-a-bug“I am really big on being intentional and values aligned with how we do things. So, whereas I might have certain ways that I want to show up and certain tactics I don't feel good doing, that's not to say that they're wrong, off the table, and you shouldn't do them.But if something doesn't feel good to you as a recipient, just because it's “best practices” doesn't mean that you should do it in spite of what your gut is telling you. I think really follow what feels good or doesn't feel good to you.” - Bev FeldmanAbout our GuestBev FeldmanAutomate with Heart NewsletterAdditional ResourcesTad Hargrave’s Marketing for HippiesConnect with Ushttps://aggressivelyhuman.substack.com/Listen on SpotifyListen on Apple PodcastsConnect with Meg and JessicaMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

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