The Inception of Netflix’s Subscription Model, with Robbie Kellman Baxter, Best-Selling Author of The Forever TransactionSubscriptions are the norm in 2023.

But it wasn’t always that way.

Behind every genius model is someone. Someone who made things the way they are by changing the way they were.

And in the case of the brilliant shift to a membership economy that Netflix led, and millions of others followed, the “someone” behind that move was our guest today, Robbie Kellman Baxter.

It was such an honor to dive into a personal conversation with Robbie, who is known for her #1 best-selling books The Forever Transaction” and “The Membership Economy”, but today we get to experience Robbie’s insights on not just subscriptions, but education, digital community, and even poetry.

You’re in for a treat.

From Poetic Verses to Subscription ExpertiseIn the late 1980s, Robbie’s parents encouraged her to pursue her passions and study whatever interested her.

They believed in her ability to forge a successful career, regardless of her chosen field.

With this support, Robbie embarked on a journey into the world of poetry...

As she entered the job market after college, she faced condescending questions during interviews, such as being asked if her passion for poetry would distract her from her work.

Despite such challenges, Robbie's dedication and impressive track record of achievements eventually landed her a job.

“People mostly you get your next job based on what you've done prior to that. Sometimes school is a signaling factor. And what I always said about poetry as a signaling factor is that I am, I have an ability to do a close read...to see patterns and draw conclusions.” --- Robbie BaxterTo thrive in the independent consulting realm, she understood the importance of establishing a personal brand and becoming an expert in a specific area.

It was during this phase that Robbie discovered her passion for subscriptions and membership models, which she has been actively involved in for over two decades.

“If you want to be a successful independent in this world, you have to have a brand and you have to be an expert on something and be known for something.  Eventually I sort of found my way into subscriptions and membership about 22 years ago. And it's been a really fun journey.” --- Robbie Baxter Today, Robbie's expertise lies in the realm of subscriptions, where her skills as a writer and researcher come to the fore.

Robbie’s JourneyRobbie shared her experience of working at three different tech companies after graduating from business school.

In retrospect, these companies operated under recurring revenue models, similar to today's SaaS companies.

When faced with a layoff, her immediate focus was on financial stability to support her mortgage and family.

Initially, she was open to any work that could provide income. However, she realized the need to specialize and become an expert in a specific area.

“Now that I'm more comfortable that I can make a living as a contractor, consultant, where am I going to focus? I need a focus. I need to be an expert on something.” --Robbie BaxterThe turning point came when she began working with Netflix as an independent consultant.

Witnessing Netflix's relentless dedication to customer retention and its profound impact on...

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Erscheinungs­datum: 11.7.2023, 12:00:00