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 Guest

April MacLean

How to People Newsletter: Where sharp eyes meet sharp wit: A weekly look at customer experience through a very human lens.

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Jessica Lackey

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