The Foundr Podcast with Nathan Chan 653: (Solo) Why Community Is the Most Undervalued Asset in E-Commerce Right Now
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Apr 20, 2026 They unpack why community is a compounding business asset, not just a feel-good tactic. They trace eight years of deliberate community-building that turned events and experiences into partner-attracting revenue. They compare influencer reach-by-payment to community-driven repeat customers and explain why separate budgets for each can cap growth. They offer practical moves to build things that keep customers coming back.
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Fate Built Community For Eight Years Before A Festival
- Fate The Label built community for eight years before hosting its first creator event.
- Brit Saunders turned customer-first rituals (private shop nights, customer trips) into a fiercely loyal Australian community that enabled Fate Estate festival in Byron Bay.
Community Is A Compounding Business Asset
- Influencer campaigns are a reach play you pay for repeatedly, while community compounds as an owned asset.
- Community-driven customers refer friends, create UGC, and return without paid reach, raising long-term LTV versus one-off influencer buyers.
Treating Influencers And Community Separately Is A Mistake
- Brands wrongly split influencer marketing and community into separate budgets and teams.
- That separation treats influencers as marketing and community as vague, which underinvests community despite its measurable impact on retention and referrals.