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Aug 28, 2020

This is one exciting episode as we dive into one of my favourite business models Subscriptions!  Meet top expert who coined the term "Membership Economy"

Robbie Kellman Baxter is the founder of Peninsula Strategies LLC, a management consulting firm, as well as the author of the bestselling book "The Membership Economy: Find Your Superusers, Master the Forever Transaction & Build Recurring Revenue." Her new book "The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave" was released in April 2020. Robbie is also the host of the podcast "Subscription Stories: True Tales from the Trenches"

Her clients have included large organizations like Netflix, the Wall Street Journal, and Microsoft, as well as dozens of smaller venture-backed companies.

Over the course of her career, Robbie has worked in or consulted to clients in more than twenty industries. Before starting Peninsula Strategies in 2001, Robbie served as a New York City Urban Fellow, a consultant at Booz Allen & Hamilton, and a Silicon Valley product marketer.

Robbie has been quoted or interviewed by dozens of media outlets, including CNN, NBC, and NPR. As a public speaker, Robbie has presented to thousands of people in corporations, associations, and universities.

She has an AB from Harvard College and an MBA from the Stanford Graduate School of Business.

Big insights on one of the most powerful business models.

Paddle in. 


The Groundswell Podcast—interviews legends in marketing and business, as well as the influential and the fascinating across industries, to learn about what it takes to create sustainable growth in your bottom line and impact. Each episode is infused with agency-level insights with practical takeaways for small to big businesses.


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