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Subscription models are crazy powerful. Savvy small companies can easily deploy them to knock huge Goliaths off kilter. We’ve seen it in entertainment, software, hardware, news, retail, hospitality—the list goes on. In her podcast series, Robbie Kellman Baxter interviews the leaders of this revolution about how they’re using subscription pricing and membership models to redefine the biggest industries and generate predictable recurring revenue along the way.
Subscription models are crazy powerful. Savvy small companies can easily deploy them to knock huge Goliaths off kilter. We’ve seen it in entertainment, software, hardware, news, retail, hospitality—the list goes on. In her podcast series, Robbie Kellman Baxter interviews the leaders of this revolution about how they’re using subscription pricing and membership models to redefine the biggest industries and generate predictable recurring revenue along the way.
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Patrick Hypscher is a consultant and advisor, and the host of Circularity.fm. He has extensive experience in running Product-as-a-Service (PaaS) businesses, including roles at Bosch BSH and Bertelsmann, as well as founding his own SaaS startup. He is known for developing models for manufacturers building subscriptions and for his insights into circular business models.
Patrick Hypscher is a consultant and advisor, and the host of Circularity.fm. He has extensive experience in running Product-as-a-Service (PaaS) businesses, including roles at Bosch BSH and Bertelsmann, as well as founding his own SaaS startup. He is known for developing models for manufacturers building subscriptions and for his insights into circular business models.
Yael Dornbusch is the Chief Subscription Officer at Zumba, responsible for managing the company's subscription offerings, including the instructor network and student subscriptions. She specializes in developing subscription strategies that balance the needs of different customer segments within the fitness industry.
Yael Dornbusch is the Chief Subscription Officer at Zumba, responsible for managing the company's subscription offerings, including the instructor network and student subscriptions. She specializes in developing subscription strategies that balance the needs of different customer segments within the fitness industry.
Dr. Joseph Michelli is a renowned author and speaker known for his expertise in customer experience and organizational culture. He has written several best-selling books, including 'All Business is Personal,' which explores the human-centered, technology-powered approach to customer engagement exemplified by One Medical. Dr. Michelli's work often focuses on how companies can reimagine their customer interactions to foster loyalty and growth. His insights are grounded in extensive research and real-world case studies, making him a sought-after thought leader in the fields of healthcare, business, and customer experience.
Dr. Joseph Michelli is a renowned author and speaker known for his expertise in customer experience and organizational culture. He has written several best-selling books, including 'All Business is Personal,' which explores the human-centered, technology-powered approach to customer engagement exemplified by One Medical. Dr. Michelli's work often focuses on how companies can reimagine their customer interactions to foster loyalty and growth. His insights are grounded in extensive research and real-world case studies, making him a sought-after thought leader in the fields of healthcare, business, and customer experience.
Dave Whorton is the founder of the Tugboat Institute and an author known for his work in promoting the concept of Evergreen companies. With a background as a founder of multiple successful businesses and experience as a venture investor at Kleiner Perkins, he has dedicated his career to supporting family-owned businesses and organizations that prioritize long-term relationships over quick exits. His book, 'Another Way: Building Companies That Lastand Lastand Last,' serves as a guide for entrepreneurs seeking sustainable success.
Dave Whorton is the founder of the Tugboat Institute and an author known for his work in promoting the concept of Evergreen companies. With a background as a founder of multiple successful businesses and experience as a venture investor at Kleiner Perkins, he has dedicated his career to supporting family-owned businesses and organizations that prioritize long-term relationships over quick exits. His book, 'Another Way: Building Companies That Lastand Lastand Last,' serves as a guide for entrepreneurs seeking sustainable success.
Mark Garrett is the former Chief Financial Officer of Adobe Systems, where he played a pivotal role in the company's transition from traditional software sales to a subscription-based model. Under his financial leadership, Adobe successfully navigated the challenges of this significant business transformation, which ultimately led to a dramatic increase in the company's market capitalization and customer satisfaction. Garrett's expertise in financial strategy and operations has made him a respected figure in the tech industry, particularly in discussions surrounding subscription models and their impact on business performance.
Mark Garrett is the former Chief Financial Officer of Adobe Systems, where he played a pivotal role in the company's transition from traditional software sales to a subscription-based model. Under his financial leadership, Adobe successfully navigated the challenges of this significant business transformation, which ultimately led to a dramatic increase in the company's market capitalization and customer satisfaction. Garrett's expertise in financial strategy and operations has made him a respected figure in the tech industry, particularly in discussions surrounding subscription models and their impact on business performance.
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Robbie Kellman Baxter is a keynote speaker, bestselling author and consultant.
She provides strategic business advice to major organizations, including Netflix, Fitbit, Microsoft and Consumer Reports. She has been focused on subscription and growth strategies for nearly 20 years. She wrote THE MEMBERSHIP ECONOMY and THE FOREVER TRANSACTION and is the host of the podcast SUBSCRIPTION STORIES: TRUE TALES FROM THE TRENCHES.
Baxter has been featured in the Wall Street Journal and on CNN. She earned her MBA from the Stanford Graduate School of Business, and graduated with honors from Harvard College.
You can find more about Robbie on her website https://www.robbiekellmanbaxter.com/
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Episodes
Here's the recent few episodes on Subscription Stories: True Tales from the Trenches.
0:0031:49
Is the Future of Subscriptions Circular? A Conversation with Patrick Hypscher of Circularity.fm
Guests
Guests of this podcast episode
Patrick Hypscher
Keywords
Keywords of this podcast episode
sustainabilitycircular economybusiness modelsproduct-as-a-servicesubscriptionswaste reductionconsumer behavioreconomic trendsinnovationfuture of business
Today we're talking about sustainability.
Where do the circular economy and the membership economy intersect, and how can both be applied to tread more lightly and produce less waste?
These questions have been at the center of the work of my guest, Patrick Hypscher. Patrick is a consultant and advisor and the host of Circularity.fm, a podcast about circular business models and Product-as-a-Service (PaaS).
With experience running PaaS businesses, both at Bosch BSH and at Bertelsmann, as well as at his own SaaS startup, Patrick has developed some really helpful models for manufacturers building subscriptions.
In our wide-ranging conversation, we talk about these models, why Europe is way ahead of the US with regard to product-as-a-service models, and the many benefits that are driving the growth of this emerging approach.
Love the show? Rate us and leave a review on Apple Podcasts!
Where do the circular economy and the membership economy intersect, and how can both be applied to tread more lightly and produce less waste?
These questions have been at the center of the work of my guest, Patrick Hypscher. Patrick is a consultant and advisor and the host of Circularity.fm, a podcast about circular business models and Product-as-a-Service (PaaS).
With experience running PaaS businesses, both at Bosch BSH and at Bertelsmann, as well as at his own SaaS startup, Patrick has developed some really helpful models for manufacturers building subscriptions.
In our wide-ranging conversation, we talk about these models, why Europe is way ahead of the US with regard to product-as-a-service models, and the many benefits that are driving the growth of this emerging approach.
Love the show? Rate us and leave a review on Apple Podcasts!
Zumba is a phenomenon. Since its founding in 2001, the addictive fitness dance program with a Latin beat has taken the world by storm.
As of 2022, the company claimed 15 million people taking Zumba classes weekly at 200,000 locations in over 180 countries. At its core is the Zumba Instructor Network, a monthly membership program created to give instructors ongoing support and tools for success. It includes an unlimited, never-expiring teaching license, as well as monthly music and choreography marketing tools and access to the community.
Today's guest, Yael Dornbusch is the Chief Subscription Officer at Zumba, responsible for managing what she calls a prosumer subscription.
In our conversation, she explains why Zumba built their first subscription around instructors rather than students, why they launched a second subscription specifically for students, and the principles they use to balance the needs of these two constituencies.
Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!
Zumba is a phenomenon. Since its founding in 2001, the addictive fitness dance program with a Latin beat has taken the world by storm.
As of 2022, the company claimed 15 million people taking Zumba classes weekly at 200,000 locations in over 180 countries. At its core is the Zumba Instructor Network, a monthly membership program created to give instructors ongoing support and tools for success. It includes an unlimited, never-expiring teaching license, as well as monthly music and choreography marketing tools and access to the community.
Today's guest, Yael Dornbusch is the Chief Subscription Officer at Zumba, responsible for managing what she calls a prosumer subscription.
In our conversation, she explains why Zumba built their first subscription around instructors rather than students, why they launched a second subscription specifically for students, and the principles they use to balance the needs of these two constituencies.
Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!
The One Medical Story with Dr. Joseph Michelli, the Author of All Business is Personal: One Medical’s Human-Centered, Technology-Powered Approach to Customer Engagement
If you've ever had to wait for your doctor first in the waiting room and then in the examining room, or struggled to get an appointment or had trouble getting a prescription filled while on the road, you know why primary care in the United States is in such desperate need of disruption.
In today's conversation, Joseph and I talk about how the company reimagined every step of the patient journey, One Medical's three key success drivers, and what the future of healthcare might hold.
Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!
If you've ever had to wait for your doctor first in the waiting room and then in the examining room, or struggled to get an appointment or had trouble getting a prescription filled while on the road, you know why primary care in the United States is in such desperate need of disruption.
In today's conversation, Joseph and I talk about how the company reimagined every step of the patient journey, One Medical's three key success drivers, and what the future of healthcare might hold.
Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!
Building Evergreen Companies with Dave Whorton, Founder of the Tugboat Institute and Author of Another Way: Building Companies that Last…and Last…and Last
Guests
Guests of this podcast episode
Dave Whorton
Keywords
Keywords of this podcast episode
membership economyfamily-owned businessesEvergreen leaderslong-term relationshipsventure capital7PsentrepreneurshipAnother Way: Building Companies That Lastand Lastand Last
Something I've noticed over the years is that there's a natural membership economy mindset among many family-owned businesses and organizations, not on the venture-backed IPO acquisition path. Companies that aren't on a tight timeline to an exit have the ability to invest in long-term, trusted relationships with customers and with employees.
After a career as both a founder of multiple successful companies and a venture investor with Kleiner Perkins, Dave Whorton decided he wanted to work specifically with what he came to call Evergreen leaders, the ones who combined sound business principles, extraordinary purpose, and a desire to share their success with their employees.
His Tugboat Institute researches these organizations to identify best practices, and then he brings together these leaders to teach and support one another. Now, he's written a book, “Another Way: Building Companies That Last…and Last…and Last”. It's a playbook for entrepreneurs seeking an alternate path to success.
In my conversation with Dave, we discussed how venture capital has changed the face of entrepreneurship, what it means for founders, the 7Ps that are the guiding principles of Evergreen companies, and the two key constituencies that matter most to your organization's long-term success.
Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!
Something I've noticed over the years is that there's a natural membership economy mindset among many family-owned businesses and organizations, not on the venture-backed IPO acquisition path. Companies that aren't on a tight timeline to an exit have the ability to invest in long-term, trusted relationships with customers and with employees.
After a career as both a founder of multiple successful companies and a venture investor with Kleiner Perkins, Dave Whorton decided he wanted to work specifically with what he came to call Evergreen leaders, the ones who combined sound business principles, extraordinary purpose, and a desire to share their success with their employees.
His Tugboat Institute researches these organizations to identify best practices, and then he brings together these leaders to teach and support one another. Now, he's written a book, “Another Way: Building Companies That Last…and Last…and Last”. It's a playbook for entrepreneurs seeking an alternate path to success.
In my conversation with Dave, we discussed how venture capital has changed the face of entrepreneurship, what it means for founders, the 7Ps that are the guiding principles of Evergreen companies, and the two key constituencies that matter most to your organization's long-term success.
Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!
In today's episode, we're exploring one of the most ambitious and successful business model transformations in modern corporate history, the shift of Adobe from a traditional software company selling packaged products to a thriving subscription powerhouse. And who better to walk us through this journey than Mark Garrett, Adobe's former chief financial officer and the architect behind this transition?
When Adobe first announced its move to a subscription-based model in 2011, there was plenty of skepticism. Analysts questioned the financial impact, customers worried about cost increases, and internal teams faced the daunting task of restructuring their entire go-to-market strategy. Mark and his team remained steadfast, not just in their belief that subscriptions would create more predictable revenue, but also that they would allow Adobe to serve customers better with continuous innovation and improved accessibility.
Since those early days, Adobe's market cap has skyrocketed from around 16 billion before the transition to well over 200 billion, proving just how powerful a well-executed subscription strategy can be.
In this conversation, Mark shares the behind-the-scenes story of how Adobe made the leap as a public company, maintaining exceptional financial performance while also enhancing customer satisfaction. We'll discuss the key strategies behind their transition, the biggest challenges they faced both internally and externally, and what other companies can learn from Adobe's playbook. If you've ever wondered how to execute a high-stakes business model transformation, how to balance Wall Street expectations with long-term customer loyalty, or how to design a subscription offering that truly delivers ongoing value, this episode is for you.
Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!
In today's episode, we're exploring one of the most ambitious and successful business model transformations in modern corporate history, the shift of Adobe from a traditional software company selling packaged products to a thriving subscription powerhouse. And who better to walk us through this journey than Mark Garrett, Adobe's former chief financial officer and the architect behind this transition?
When Adobe first announced its move to a subscription-based model in 2011, there was plenty of skepticism. Analysts questioned the financial impact, customers worried about cost increases, and internal teams faced the daunting task of restructuring their entire go-to-market strategy. Mark and his team remained steadfast, not just in their belief that subscriptions would create more predictable revenue, but also that they would allow Adobe to serve customers better with continuous innovation and improved accessibility.
Since those early days, Adobe's market cap has skyrocketed from around 16 billion before the transition to well over 200 billion, proving just how powerful a well-executed subscription strategy can be.
In this conversation, Mark shares the behind-the-scenes story of how Adobe made the leap as a public company, maintaining exceptional financial performance while also enhancing customer satisfaction. We'll discuss the key strategies behind their transition, the biggest challenges they faced both internally and externally, and what other companies can learn from Adobe's playbook. If you've ever wondered how to execute a high-stakes business model transformation, how to balance Wall Street expectations with long-term customer loyalty, or how to design a subscription offering that truly delivers ongoing value, this episode is for you.
Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!
