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

• 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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• Escaping Default Decisions: Designing a Calmer Business with Susan Boles

  In the constant push for growth, productivity, and squeezing every ounce of output from our businesses, we rarely stop to ask: What if the goal isn’t to do more? What if it’s to create more space?Operating at 150% capacity might feel like the norm, but that’s only because we’re operating with what Susan Boles calls “default decisions.” Instead, what if we focused on building businesses with margin. Yes financial margins, but going beyond those margins to include emotional and energetic margins?“When you broaden your definition of margins, it gives your business a lot of expansiveness.” - SusanSusan Boles, founder of Beyond Margins, helps business owners create sustainable, human-centered businesses that prioritize calm over chaos. Susan’s approach isn’t about sacrificing profit for peace—it’s about designing a business that works for you, not the other way around. She believes businesses should function at 50% capacity, so when the inevitable chaos hits, you’ve got the space to handle it.In today’s episode, Susan shares how to create breathing room in your business, build systems that serve humans first, and let go of default decisions that lead to burnout. We talk about how Susan had to unlearn urgency, build in rest, and operate at odds of the default expectations of building a business.In today’s episode, hear us dive into a calmer business:* Why building margin into your business is essential and how it helps you weather inevitable chaos.* The "puppy dog" approach to building your business network (and why curiosity and friendliness go further than you think).* The difference between financial, emotional, and energetic margin, and how to build all three.* How Susan’s “potato or tornado” work style inspired a business model that respects her capacity.* Why default decisions are running your business (and how to make them intentional instead).* How standardizing your services first makes automation more effective (and less of a mess).Missed our episode about Simplicity over Systems? You can listen to that here: https://aggressivelyhuman.substack.com/p/11-simplicity-over-systemsAbout Our Guest:Connect with Susan BolesListen to the Beyond Margins PodcastDownload the Services Swipe FileConnect with Us:View the Full Show notes on our Substack: https://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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