The Labs.Community
What to Expect
The Labs.Community is where Subject Matter stops being a one-way publication and becomes a place to think, build, and test ideas together.
❋ Expert circles (online + in-person)
Regular themed sessions on brand building, storytelling, customer journeys, across industries, AI’s role in all three and the cultural shifts at the center of it all.
You join as a participant or as a passive attendee, though the idea is not to come with fully-baked ideas but those that can be workshopp-ed together.
❋ Working sessions, not just talks
Whiteboard-style sessions where you map funnels, rewrite messaging, or stress-test a campaign with peers.
You leave with screenshots, worksheets, and a clearer sense of “what to do next week at work.”
❋ Signals from the field
Short briefings on emerging shifts across culture, and tech—especially from the Global South.
You get language and references you can plug into decks, pitches, or internal strategy docs.
❋ A peer group that “gets it”
Founders, marketers, and operators who think about culture, craft, and growth with similar depth.
You gain a small circle to DM, test ideas with, and potentially collaborate with outside sessions.
Themes We’ll Explore
Brand building in the age of AI
How to keep strategy and storytelling human when content and optimisation are increasingly automated.
Storytelling that moves culture
Case studies where narrative shifted perception, pricing power, or category codes. We are especially focussing on how B2B marketing doesn’t have to be boring and that AI can be explained in simple, human language even to the lowest common denominator.
Customer journeys in messy, multi-channel worlds
Mapping how people really move—from DMs to marketplaces to offline experiences—and what that means for design and messaging.
Craft, community, and value creation
What “community” actually looks like for craft-led, niche, or values-driven brands, beyond Discords and newsletters.
Authority and trust in post-AI feeds
How brands become reliable sources in an environment flooded with “AI slop” and generic messaging.
Takeaways for Participants
Clarity
A sharper articulation of what your brand stands for, who it is for, and how it should show up across touchpoints.
Frameworks
Reusable models for brand architecture, narrative design, community building, and AI-enabled customer journeys.
Language
Phrases, angles, and storylines for decks, websites, and campaigns that feel current, industry-specific and culturally-relevant.
Feedback
Honest, context-aware feedback on your brand, project, or idea from people who sit close to similar problems.
Momentum
A shortlist of next steps—experiments to run, conversations to have, or decisions to make—so learning translates into movement.
How The Labs Work
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Fill out a short form on the website with a few details about you and what you’re building.
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After a quick review, someone from the team will reach out with an invite to the community space and early access to upcoming Labs events.
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Browse the calendar, pick the expert circles or workshops that feel most relevant, and reserve a spot.
Each session has limited capacity so that conversations stay focused and everyone gets space to think out loud
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You can cancel up to 48 hours before an event so someone else can take your place.
Late cancellations and no-shows may lose priority for future sessions or require a small commitment fee to hold your spot next time