Reasons Your SaaS Company Isn't Growing and How to Fix It Fast

 

Struggling to grow your SaaS business? Discover innovative, actionable strategies to resolve common bottlenecks in technology, alignment, and content. Optimize your organization for growth today.

Is your SaaS company struggling to hit growth targets? You’re not alone. Many B2B SaaS startups face obstacles that slow or even halt their progress. From inefficient marketing strategies to poor alignment between teams, these issues can hold you back from scaling successfully.

This guide tackles the key reasons behind stunted SaaS growth and actionable solutions you can implement right away. By the end, you'll understand the steps to build better strategies, foster alignment, and turn challenges into opportunities for growth.

Understanding the Problem with Your Tech Stack

A Tech Stack Without Purpose

Have you invested in expensive tools that don't deliver the results you expected? This happens when companies adopt shiny, new technologies without assessing their compatibility with existing systems or their marketing maturity level.

Here’s a common scenario:

• A CMO purchases an advanced ABM (Account-Based Marketing) platform taking up a quarter of the marketing budget.
• The team lacks the resources and expertise to integrate and utilize the tool effectively. The project goes over budget, morale drops, and the marketing operations manager eventually quits.

Solution

Before investing in tools, ask:

• What is the maturity level of your marketing technology stack?
• Do we have the skills and resources to implement, use, and maintain this technology?

Consider conducting a technology audit and hiring experienced Marketing Operations professionals who can run these tools effectively. This way, the tech supports your goals instead of becoming a sunk cost.

Misunderstanding Marketing Data and Analytics

Are you running A/B tests that don’t provide clear answers or narrowing ad audiences so much that they underperform? A failure to grasp data speaks directly to a lack of training in analytics within marketing teams.

Marketers don’t need MBAs, but they do need to know how to interpret and leverage data-driven insights accurately.

Solution

• Invest in training for your marketing team on data analytics, tools like Google Analytics, and testing methodologies.
• Use visualization platforms (e.g., Tableau or Power BI) to democratize data insights across teams.

Aligning Sales and Marketing for Growth

Sales and Marketing Misalignment Hinders Success

No matter how impressive your lead scoring or ABM efforts may look on paper, they’ll fail without clear communication between Sales and Marketing teams. Misalignment can lead to duplicate efforts, wasted budgets, and blaming each other when targets aren’t met.

Solution

Start with regular meetings between sales and marketing. Weekly one-on-ones between marketers, salespeople, and senior leadership can break silos and drive collaboration.

• Share success stories of what’s working.
• Be transparent about what’s not working.
• Build trust by creating psychological safety so teams feel free to share vulnerabilities.

Hold Teams Accountable with an SLA

Implementing a Service-Level Agreement (SLA) sets clear expectations and accountability for both teams:

• Marketing promises: A set number of qualified leads delivered within a quarter.
• Sales promises: Contacting those leads within a defined timeframe.

A sample SLA:

“Marketing will deliver 200 qualified leads per month. Sales will follow up with each lead within 48 hours of receiving them.”

The result? Mutual accountability and shared ownership of revenue goals.

The Power of Strong Content Strategies

Unfocused Content and Targeting

With AI advancing content creation, the problem is no longer about generating enough content but ensuring it’s relevant and targeted. Poorly strategized content wastes resources and fails to engage prospects.

Solution

Create buyer personas to deeply understand your audience:

• What are their biggest challenges?
• What are their goals?
• What content formats do they prefer?

Work with skilled content strategists who not only understand SaaS but also have experience tailoring messaging to different segments. Every piece of content must have a purpose and align with the buyer’s stage in their decision journey.

Poorly Designed Landing Pages

Landing pages are where leads convert. If yours aren’t optimized for engagement, you’re likely losing out. SaaS landing pages should:

• Have a clear value proposition.
• Include social proof (like testimonials or data).
• Guide visitors to a single, compelling call-to-action.

Solution

Hire designers with SaaS experience who can ask thoughtful questions and challenge briefs to improve results. Continuous A/B testing is also key to refining your pages.

Leverage Account-Based Marketing for Precision

Account-Based Marketing (ABM) has gone from niche to mainstream, becoming essential for high-value B2B deals. Unfortunately, many startups fail to implement it effectively, rushing into the process without proper strategy or support.

Solution

To succeed with ABM, ensure your team understands how to combine:

• ABM platforms like Demandbase or Terminus.
• CRM tools such as HubSpot or Salesforce.
• Organic platforms like LinkedIn or Quora for hyper-targeted campaigns.

Combine tools with clear account strategies based on detailed prospect research. ABM isn’t just about having the technology; it’s about using it to prioritize personalized marketing and sales outreach.

Adopt a Culture of Curiosity and Adaptation

The fast changes in marketing and martech are daunting, but staying curious and adopting new trends can yield success. Whether it’s building brand communities or experimenting with AI-driven tools, marketers must consistently evolve alongside the industry.

The Challenge of Passive Marketing Approaches

One recurring issue SaaS startups face is relying too heavily on sales teams and ignoring the importance of skilled marketing. For example, a startup founder who recently hired cold-calling sales reps ended up wasting both money and time. Without marketing strategies that build awareness and trust, sales efforts fall flat.

Solution

Bring in professionals who:

• Understand martech.
• Are adept at innovation and content strategy.
• Know how to guide teams with strategic, high-impact marketing campaigns that ultimately drive revenue.

Become a Growth-Focused Organization

Growth in SaaS isn’t just a result of having a great idea or product. It requires strong processes, alignment, the right tools, and consistent learning. Ensuring sales and marketing work hand-in-hand, analyzing the right data, and targeting your content effectively can help you stay competitive and scale successfully.

Still not sure where to start? Explore B2B SaaS marketing teams that actually drive revenue and bring growth-focused strategies to your SaaS today.

Inside the luxury playbook: how this CMO used micro-influencers to capture the ultra-high-net-worth traveler

 

Call me biased but I am certain that my friends are the most talented in their industry. 

One person that I have no doubt has incredible ability, and a driving passion for her career - as a brand marketer in luxury products, and specifically travel - is Henny Frazer.

She also has a ton of experience and an innate sense of style. She is perhaps the most elegant person I’ve ever met—certainly my most chic friend. 

And it is that kind of subtlety, and taste, that the most luxurious clients crave. Personally, Henny also has incredible style - I hope I am not descending into cliche when I call her a classic English rose. You can read more about Henny’s work in the hotel business here. 

I sat down with Henny a few days ago in a restaurant in Soho to discuss what has become the hottest topic in marketing (okay, well, there’s always AI, but that’s everywhere now!): micro influencers. 

I don’t want to talk too much about the advantages of building a strong brand, or micro influencer community, as much has already been written about it, and in fact I’ve covered this topic comprehensively already here. 

But here’s a few bullet points to highlight how Micro-influencers can help a business grow:

> Targeting a specific audience

> Building trust

> Make Genuine Connections

> Increasing brand visibility

> Boosting credibility

> Creating dynamic, and exciting new content

Henny developed a micro influencer programme when she was CMO at ÀNI Private Resorts, a collection of four properties in Asia and the Caribbean that offer luxury all-exclusive stays for small groups only.  

She was keen to drive awareness to the Chinese market for ÀNI Thailand, based on the tiny island of Koh Yao No, close to Phuket. I can’t help thinking that this has a glorious relevance since the third series of White Lotus, which is trending off the charts right now, was also set in Thailand (Koh Samui - where I scuba dived for a couple of weeks). 

Henny wanted to give recognition to her agency Petrie PR, who she worked closely with to find the best influencers for the target market. Also, Petrie has plenty of existing expertise in this realm, as they are based in Asia, and have many clients in the high end luxury travel market. 

Petrie PR has excellent contacts and helped Henny garner some great press coverage, including a nine-page feature in Tatler China. This provided terrific brand awareness for ÀNIi Private Resorts. The coverage centred around a well-respected ‘Dear Fang letter’ (which is addressed to a mentor/father figure) - in this case, telling them all about the journalist’s experience at ÀNI Thailand. 

The article included a collection of unique illustrations from the stay at ÀNI, but as Henny put it: ‘We felt we needed to go one step further, as online coverage is extremely important for the Chinese market, especially working with influencers, who deliver their unique vision of their experience.

Henny explained that in China, though Instagram is followed by many, by far the most popular channel is WeChat. Working with these influencers ensures that posts are actually followed all over the world. However, the most important point is to ensure that the experience you deliver is culturally relevant.  

          

Also, in this case, it’s critical to explain that with such a finely tuned luxury brand as ÀNI, a stay is set at a high price point—$100,000, plus local taxes and VAT for five nights. So, it certainly was within the realm of the ‘White Lotus’ clientele. 

During our recent conversation, Henny shared valuable insights into how she sees luxury, which is often attuned to the fashion and watch sectors — excelling at crafting a sense of exclusivity and aspiration around a personal brand. Given how closely this aligns with the objectives of our current campaign, I asked her a fundamental question: “How do you define luxury?”

Her response was both insightful and multidimensional:

1.Physical Environment & Design

Luxury begins with the design and ambiance of the physical space—be it a boutique, resort, or showroom. Every detail is intentional, from architectural elegance to sensory cues that elevate the experience.

2.Craftsmanship & Expertise

True luxury is inseparable from expert craftsmanship. Henny referenced artisans like Annoushka whose fine jewellery is all about craftsmanship, as well as hospitality professionals—such as executive chefs and guest service teams—who create highly personalized moments. One example she shared was of a guest being wrapped in a towel post-swim and served a bespoke English tea (with all the chosen additions) on a private terrace without having to ask—every need anticipated in advance (actually that ‘guest’ was her!).

3.Immersive Storytelling & Emotional Value

The most successful luxury brands deliver not just products or services, but fully immersive stories. Guests are made to feel like the only ones there, as with ÀNI "it’s all yours" becomes the unspoken promise. Experiences are unique and deeply local: island picnics accessed by speedboat, seven-course Chinese dinners under lantern light, sidecar rides through rice paddies to hidden noodle shops—each moment curated with both memory-making and shareability in mind. This level of detail supports both emotional engagement and high-quality user-generated content.

4.Exclusivity & Price Positioning

Finally, price and limited access remain critical components. Luxury must feel rare, and the perceived value is amplified through scarcity and personalisation.

From a campaign execution standpoint, the agency, Petrie PR, demonstrated a nuanced understanding of influencer selection. They prioritised creators whose audiences aligned with high-net-worth consumer segments and whose storytelling capabilities—both visual and written—amplified the sense of experience-led luxury. 

One such influencer, based in Canada, leveraged live feeds to share global travel experiences in real time, offering a compelling mix of narrative and visual content. Henny recently informed me that, since our meeting, this influencer has reposted his content over a year later.

These insights are particularly relevant as we continue refining our strategy. The alignment between influencer storytelling and brand narrative is where real value is created in the luxury space

Some last thoughts, Henny shared with me and it’s important to remember:

1. Set expectations of what the influencers will deliver. It is helpful to have a signed agreement, so everyone is aligned.

2. Ensure that the influencers will share their images and videos. This helps in building more brand content which will appeal to the target market.  

3. Ensure that the influencer is the best fit for your brand. They might have lots of followers, but you need to be certain that they have the right messaging for your company.

4. Truly focus on small micro influencers - The number of  followers is far less important than how  impactful this influencer is in their small exclusive group; Particularly within the highly niche ultra luxury market.

5. Perhaps most importantly, get some professional help in sourcing and inviting your micro influencers. They are the ‘raw material’ of your campaign so you want to get that right.

 

I have been fortunate to grow up around some truly brilliant, creative, and innovative people. I have also been working in business, specifically marketing, for over twenty years now. That has also helped me hone my talent radar, spotting ability, and passion for the job.

Read the guide to getting started with your Microinfluencer programme.

Why has employee engagement collapsed?

Strategies for a Healthier Workplace

Workplace wellbeing is more than just a business buzzword; it’s an urgent priority. With rising burnout rates, mental health struggles, and record-low employee engagement, it’s clear that traditional workplace management methods are no longer effective.

I’ve seen this firsthand, both in leading teams and confronting my own mental health challenges. The good news? Change is possible—with the right strategies and mindset.

This article explores what’s driving these challenges, where organisations often go wrong, and how incorporating strategies to support and build self-esteem can transform workplace wellbeing for both employees and leaders.

The Decline in Employee Engagement and Wellbeing

Employee disengagement is no longer a trend; it’s a crisis. Recent data paints a troubling picture:

United Kingdom

• Only 10% of employees are engaged in their jobs in 2023, resulting in an annual cost to the economy of over £257 billion.
• Declining job satisfaction is prevalent; one in 10 employees lacks confidence in their leadership.
• High anxiety levels persist, with 23.4% of adults reporting significant stress between 2022–2023.

United States

• Employee engagement has dropped to its lowest level in a decade, with only 31% of employees feeling engaged in their work.
• Younger employees under 35 report the steepest drops in satisfaction.
• Overall, life satisfaction for U.S. employees has declined to just 34%, with only 34% considering themselves “thriving.”

The Business Impact of Poor Wellbeing

Low engagement and wellbeing levels don’t just harm individuals; they significantly impact organisations. Disengaged employees lead to reduced productivity, higher absenteeism, and turnover rates. Businesses cannot afford to ignore these issues, yet many wellness efforts fall short. Why? Because they fail to address the root causes of employee dissatisfaction.

Why Traditional Wellness Programs Fall Short

The rise of corporate wellness programs has not solved the problem. While the global wellness industry is valued at nearly $60 billion and is growing (expected to reach $130 billion by 2034), many initiatives focus on surface-level perks, such as mindfulness apps, fitness challenges, and in-office yoga.

These approaches, though well-meaning, often overlook systemic issues such as excessive workloads, poor leadership, and a lack of autonomy. Actual change requires deeper solutions.

11 Steps to Building Wellbeing at Work

To tackle the crisis in workplace wellbeing, organisations must go beyond superficial fixes. Creating an organisation focused on building self-esteem provides a robust bedrock for fostering a culture of meaningful support, resilience, and purpose:

1. Living Consciously

Encourage employees to stay present and aware of their thoughts, emotions, and goals. Create a culture where mindfulness is tied to enhancing real workplace challenges, such as discussing workloads openly and proactively addressing burnout.

Practical Steps

• Host regular one-on-ones where employees can reflect on their workload and goals.
• Provide tools for mindfulness and clarity, like journaling templates or team wellness moments.

2. Self-Acceptance

Recognising one’s strengths and limitations is critical to building confidence. I know from personal experience how vital it is to accept where you’re at mentally to begin creating positive change. Companies, too, can embed this practice.

How to Support

• Offer mental health resources, including access to therapists.
• Normalise honest conversations about mistakes, fostering a learning mindset.

3. Self-Responsibility

Employees thrive when they feel their work matters and they have control over their roles. Foster a culture where responsibility is balanced with the tools and trust needed for success.

Action Items

• Implement systems that allow employees to take ownership of projects and decisions.
• Provide clear objectives but trust teams to achieve them their way.

4. Self-Assertiveness

Creating a workplace that prioritises voice and contribution will empower employees to advocate for themselves effectively. Assertiveness is not aggression; it’s giving people the confidence to speak their truth without fear of backlash.

How to Build It

• Train leaders to encourage open dialogues and value diverse opinions.
• Establish anonymous feedback channels to ensure everyone is heard.

5. Living Purposefully

Nothing transforms wellbeing like finding purpose. Employers must connect roles to meaningful outcomes, helping employees see the impact of their work.

Practical Ideas

• Highlight how individual contributions align with the company's overarching goals during meetings.
• Reward creativity and progress with recognition programs.

6. Personal Integrity

Consistency between values and behaviour builds trust. When employees see integrity in leadership and their colleagues, they feel a sense of connection.

Embed Integrity

• Uphold consistent company values across all decisions, from hiring to daily work culture.
• Support employee development programs that align with both personal and business ethics.

7. Building a Culture of Psychological Safety

Psychological safety allows employees to express themselves without fear of judgment or retaliation. It encourages innovation, builds trust, and drives engagement.

• How:

• Encourage open feedback and dialogue without fear of punishment.

• Train leaders to create inclusive and empathetic environments.

• Celebrate team efforts, mistakes, and learning moments.

• Build a culture that celebrates success, rather than focusing on politics and hierarchy.

8. Giving Employees More Autonomy

Micromanagement undermines productivity and confidence. Employees thrive when they have control over their decisions and their day.

• Practical Steps:

• Implement flexible work hours and remote work options.

• Trust employees with decision-making and project ownership.

• Set clear objectives but allow them to determine their preferred path.

• Show some empathy. As Josh Graff, Head of LinkedIn UK, says, 'Try walking a mile in someone else's shoes' from time to time.

9. Fostering Resilience and Self-Leadership

Building resilience to stress empowers employees to take charge of their personal well-being and professional development.

• Action Plan:

• Provide resources for personal growth, such as access to leadership podcasts, online courses, or mentorship programs.

• Encourage self-care initiatives and prevent overwork.

10. Reshaping Work to Provide Meaning

Employees perform better when their work aligns with their values and feels purposeful.

‘If you find a why, then you can bear any how’

Victor Frankl's Man’s search for meaning’

• How to Add Meaning:

• Help employees see how their role contributes to broader business goals.

• Focus on recognition programs that celebrate results, effort, and creativity.

• Bring employees into decision-making processes to deepen their connection to the company.

11. Embedding Self-Compassion

Psychologist Kristin Neff’s research emphasises self-compassion as a foundation for well-being:

1. Self-Kindness - Encourage employees to treat themselves with the same care they show others.
2. Common Humanity - Help teams understand that mistakes and failures are universal.
3. Mindfulness - Create spaces for reflection, such as workplace mindfulness programs tied to real-life issues.

Mental Health Support: The Non-Negotiable

The mental health crisis in workplaces needs urgent attention. From the UK’s £257 billion lost in productivity to the U.S.’s rising depression rates, ignoring this issue costs more than implementing meaningful change.

Practical, Measurable Steps

• Offer employees dedicated mental health days.
• Provide access to peer support groups and therapy through company benefits.
• Train managers to recognise signs of burnout and respond compassionately.

From my own challenges with mental health at work, I’ve seen the power of patience—not just personally but also in team dynamics. There are no quick wins here. Real change takes time, but it is well worth the effort.

I do feel fortunate. Not everyone has had the growth opportunities that I have had. However, for over twenty years now, I have given considerable thought to my 'happiness action plan'. I have implemented it for many years now.

Productive, fulfilling work has always been one of my key goals, alongside good mental health, and strong relationships with my family and friends. I know from research that these are the key drivers of happiness.

However, based on my own journey and where I am today, I also have strong personal evidence that this approach is effective.

Like many professionals, I’ve faced challenges in the workplace. But over the years, I’ve developed strategies to live a happy and productive life while maintaining excellent mental health. 

My experience underscores that while the problem is complex, solutions are achievable. They require effort, support, and understanding on an individual and organisational level.

One of the first strategies I learned, over twenty years ago, was setting boundaries. It's crucial to create a balance between work and personal life, which can be challenging in today's fast-paced, technology-driven world.

Setting boundaries means being able to say "no" when necessary, delegating tasks, and taking breaks from work to recharge. This helps prevent burnout and allows for quality time with loved ones, as well as pursuing hobbies and interests outside of work.

Another important aspect is communication. Open and honest communication is essential in any relationship, including the one with your employer or colleagues. It's okay to express your concerns or ask for support when you need it. In fact, sharing your struggles openly together (without fear of reprisal) will help you find better solutions more quickly.

Turning the Crisis into an Opportunity

Addressing wellbeing is more than an ethical priority; it’s a way to build competitive advantage. Employees who feel valued, supported, and have a sense of purpose are more engaged, creative, and loyal.

I feel a profound sense of purpose in my career since I've found something I'm passionate about. Enjoying what you do and having a healthy support network are key to developing incredible resilience.

The wider mental health crisis

Over the past 10 to 15 years, mental health challenges have escalated significantly in both the UK and the US, affecting adults and young people alike.

United Kingdom 

• Youth Mental Health: From 2017 to 2022, probable mental disorders among 17 to 19-year-olds rose from 10.1% to 25.7%. CYPMHC

• Between April 2023 and March 2024, very urgent adult referrals to mental health crisis teams in England more than doubled, rising from 1,400 to 3,063 cases. This sharp increase reflects escalating mental health emergencies and highlights the strain on already overstretched services. The Guardian

• The Prince's Trust Youth Index reports that happiness and confidence levels among young people in the UK have reached their lowest levels since the survey's inception. In 2020, 26% of young people felt "unable to cope with life," a figure that rose to 40% among those not in employment, education, or training. 

• In 2023, England and Wales recorded 6,069 suicides, equating to 11.4 deaths per 100,000 people—the highest rate since 1999. Notably, male suicide rates increased to 17.4 per 100,000, and female rates reached 5.7 per 100,000, marking the highest female rate observed since 1994. Office for National Statistics

United States

• Depression Rates: The prevalence of past-year depression increased from 7.3% in 2015 to 9.2% in 2020. PMC

• Suicidal Thoughts in Young Adults: Between 2008 and 2017, the rate of young adults with suicidal thoughts or other suicide-related outcomes increased by 47%. American Psychological Association.

• Youth Mental Health Crisis: Between 2014 and 2024, the suicide rate for Americans aged 10–24 rose by 56%, with particularly sharp increases among Black youth and adolescent girls. Wikipedia.

     

Take Action Today

Whether you're a business leader, HR professional, or employee, there’s a role you can play in prioritising workplace wellbeing. Start by evaluating your company's mental wellbeing and that of its employees. What can you improve? What’s missing?

Above all, look at yourself. Are you happy? Are you working at your best potential? Are you in the right environment to produce your best work?

Creating a healthy workplace culture isn’t just good for employees; it’s essential for business success. Together, we can solve this crisis by making wellbeing a shared priority.

“A culture that systematically ignores, devalues, or frustrates the need for self-esteem will sooner or later pay the price in the form of apathy, absenteeism, poor performance, or burnout.”

Nathaniel Branden, 'Self-esteem at work'

Further reading: Jeremy Thomas 'How to stay sane in an insane world' - I am friends with Jeremy. I facilitated the refresh of his excellent new website with a brilliant designer with whom I've worked for many years, called Karlo Pocrnic.

Or visit my HR, Talent Acquisition, and Culture website.

Should you take an unpaid internship?

Should You Take an Unpaid Internship? A Professional Perspective

Unpaid internships are controversial, particularly for students and individuals new to the workforce. They emerge as a potential gateway to invaluable experience and skill-building, yet they inherently raise concerns about inequality and fairness. For any professional wondering whether to offer them or for any student debating whether to accept, it’s crucial to carefully consider the broader implications. Let's explore the key factors involved.

The Reality of Unpaid Internships

Unpaid internships have become standard across various industries. Many companies rely on unpaid interns as a cost-saving measure, filling crucial roles without offering compensation. These opportunities are often described as valuable learning experiences but come at a cost not everyone can afford.

For students or early-career professionals, taking on unpaid work is deeply personal. Ask yourself:

• Are you financially able to work without compensation?
• Will this role provide you with tangible skills and experience that align with your long-term goals?
• Is there an opportunity for mentorship or building meaningful industry connections?

Ethical Concerns for Employers

For business owners and HR professionals, the ethics of unpaid internships cannot be ignored. While there may be short-term gains, unpaid internships can perpetuate inequality:

• Limited Accessibility: These roles often exclude individuals who cannot afford to work for free, resulting in a lack of socioeconomic diversity among candidates.
• Cognitive Dissonance: Businesses promoting values like Diversity, Equity, and Inclusion (DEI) or employee well-being may suffer reputational damage if their actions do not align with these values. Is requiring unpaid work consistent with the mission and culture you want to build?
• Brand and Culture: If your employees are your brand, as many experts say, what does relying on unpaid labor say about the authenticity of your values?

Employers should consider whether unpaid internships align with their company's goals. Instead, consider offering paid internships, which ensure financial fairness while enabling mentorship and skill development.

Perspectives from the Ground

Reflecting on personal experience, there is a clear divide in how unpaid internships impact individuals based on financial circumstances. For some, these roles provide invaluable entry points into competitive industries. For others, they are simply inaccessible due to the economic burden of working without pay.

Take, for example, a law student pursuing an unpaid internship at a prestigious firm. While the experience may boost their legal knowledge and CV, they might have to live off savings or depend on family support during this period. On the other hand, another individual from a less privileged background may not have the luxury of accepting a similar opportunity, even if it is equally beneficial.

Similarly, startups frequently hire unpaid interns for marketing, operational, or creative functions. But are these roles designed as learning opportunities, or are interns being exploited to meet organizational goals?

Also, check out the revolutionary Co-op/internship program my college, Northeastern University, set up in Boston, Massachusetts, USA. It has hundreds of high-quality paid student internships with great companies like Microsoft, State Street, Amazon, Google, Wayfair, Novartis, Merck, Hubspot, Salesforce, and Fidelity.

Northeastern has been running this innovative Co-op/Paid Internship program since 1909. When I studied for my MBA, I worked part-time (paid) in the office of corporate programs that managed these relationships.

Startups must remember that while unpaid internships may seem viable in the scarcest moments, fostering genuinely fair employment practices will ultimately result in higher loyalty, better workplace culture, and a more diverse workforce.

Key Questions to Consider as an Intern or Job Seeker

• Does this internship align with my career goals? Will it provide relevant skills, professional growth, and opportunities to build connections?
• Is this financially viable? Can you afford to dedicate the time and effort without receiving compensation?
• What is the company’s track record? Research what past interns or employees have said about the company's culture and practices. Transparency here matters.
• Trust your instincts: If something feels off or exploitative about the setup, it’s okay to decline.

Moving Forward as Professionals

Ultimately, internships, whether paid or unpaid, reflect an organization's values, culture, and long-term outlook. Companies should be transparent about their goals and ensure that unpaid roles genuinely benefit candidates while promoting fairness.

For individuals, remember that unpaid roles are not the only pathway to a rewarding career. Weigh your options carefully, seek mentorship, and prioritize positions that foster growth and respect your contributions.

My Personal Perspective

I took a ‘mini-pupillage’ at law school at LSE – a summer unpaid internship at a barrister’s chambers in Gray’s Inn, London. I was joined by another affluent French student studying Economics at the Sciences Po Institute in Paris. 

We got along great, and I learned a lot, not least from spending a month working on personal injuries for David Kemp QC (author of the famous Kemp & Kemp personal injuries guide).

However, if Pierre and I had been poor, would we have been able to work unpaid in central London for an entire summer? Later, I worked an unpaid internship at a New York Investment Bank. 

Yet again, I learnt valuable skills, like financial modelling in Excel, and made good connections with students like me.

Everyone I worked with there had attended well-known US universities like Tufts, Dartmouth, Rochester, or Columbia, and schools like Philips Exeter, Choate, and  Horace Mann. 

Are you a student or new professional contemplating an internship?

-Have concerns or want advice?

By most accounts, the job search field is challenging right now—some may even call it 'the wild west'. I have plenty of experience in this area, and my wife, Catherine, is a Senior HR leader with over 20 years of experience (including running the US graduate recruiting program at Mckinsey for four years).

Feel free to reach out—I’m happy to help you navigate these challenges. Sometimes, a little guidance makes all the difference when deciding whether to take the leap.

Visit my website for more information on job search, interview preparation, culture, human resources, talent management, development and acquisition.

The Secret to Building an Unstoppable Brand Community

Authenticity will be a key driver of loyalty in 2025. Enterprises that foster true community engagement build deeper relationships, attract brand ambassadors, and grow sustainably. To better understand how this works, let's examine two examples of successful brand-community building and show how you can apply those principles to your organization.

The Harley-Davidson H.O.G.™ Program—A Case Study in Loyalty

I first became interested in Harley Davidson's marketing program when studying marketing with the school's dean, Susan Fournier, at business school. In 2005, while pursuing my full-time MBA at Boston University School of Management, I wrote a paper about organisations with a devoted fan base drawn to their authenticity.

This idea was inspired by classes taught by Susan Fournier, then marketing professor and now dean of the business school.

When I wrote my paper about brand communities in Marketing, I was explicitly influenced by her groundbreaking Harvard Business School case study** Susan Fournier wrote this innovative case study about the Harley Davidson Owners Group, or ‘Hogs'. It was HBS's first-ever 'multi-media' case study.

The Harley Owners Group (H.O.G.™) is an excellent case study in building loyalty through community. Harley-Davidson doesn’t compete on performance metrics like speed or durability—its motorcycles are often outperformed by competitors like Yamaha or BMW. Instead, the brand’s success is rooted in the emotional and social bonds it creates with its customers.

Key highlights of the H.O.G.™ program include:

• Membership Tiers: Full Membership for bike owners and Associate Membership for passengers, ensuring inclusivity within their user base.
• Local Chapters: Regular rides, events, and gatherings unite members, reinforcing a sense of community.
• Unique Experiences: Access to Harley-Davidson rallies, exclusive events, and a loyalty partnership program with benefits for partners like Hard Rock Café and Insta360.
• Shared Identity: Members are encouraged to celebrate Harley culture's raw, authentic side—like cleaning grease from their bikes after rugged journeys.

This grassroots approach turns loyal customers into brand advocates, strengthening both retention and word-of-mouth marketing. How does this concept translate to marketing generally?

Lessons for Marketing Professionals—Building Your Advocacy Program

Like Harley-Davidson, companies can create loyal communities that drive advocacy and organic growth. Here’s how:

1. Develop a Micro-Influencer Program

Micro-influencers - with niche, engaged audiences - are ideal for representing your service or product. These individuals often inspire higher trust than prominent influencers.

• Start Small: Identify users already advocating for your product on LinkedIn, Twitter, or forums.
• Provide Value: Offer them exclusive benefits, such as early access to product updates, premium features, or recognition within their community.
• Encourage Genuine Advocacy: Just as Harley riders sharing trip stories, provide channels for micro-influencers to share authentic use cases and successes with your platform.
• Read our guide: How to get started with your Microinfluencer programme.

Below: A dynamic B2B SaaS Brand Community - dbt analytics engineering

2. Enhance the Customer Experience with Community

Building a loyal community is about investing in relationships as much as technology. Look to create programs that mirror the social and emotional connections found in Harley’s H.O.G.™ program.

• Interactive Communities: Create a dynamic Slack workspace or LinkedIn group for your users to exchange ideas, support each other, and build relationships.
• Exclusive Content: Offer webinars, expert-led sessions, or how-to guides only accessible to community members.
• Host Regular Events: Virtual or in-person events can connect customers more to your brand. Highlight success stories from your users.

3. Deepen Usage Through Expertise

For SaaS tools, loyalty comes from becoming indispensable. Prove your software’s value by helping customers make the most of it. As marketing guru Pierre Heurbel says, 'Make sure your company is providing a pain killer, not a vitamin.'

• Onboarding Success Teams: Offer one-on-one onboarding, workshops, or team training sessions.
• Tangible ROI Metrics: Regularly showcase quantifiable benefits users gain from improved productivity, growth, or cost-savings using your platform.
• Actionable Feedback Loops: Celebrate community input by swiftly implementing requested improvements and crediting users for their contributions.

4. Turn Clients into Ambassadors

Happy clients are your best marketers, so turn them into visible advocates for your brand.

• Reward Referrals with free subscriptions, upgraded plans, or other perks.
• Create Public Showcases via case studies, video testimonials, or AMA panels featuring your customers.
• Offer Co-Creation Opportunities like beta programs or customer advisory boards to make clients feel directly connected to your business’ growth.

5. Don’t Shy Away from Authenticity

Taking risks and showing boldness can build stronger loyalty—look at Nike’s controversial campaign featuring Colin Kaepernick. Like Nike, if your SaaS tool or product truly aligns with a strong stance or ethos, don’t hesitate to amplify it. Whether it’s a commitment to sustainability or championing inclusivity in the workplace, showing authenticity resonates powerfully with customers.

The Community Advantage

Building a deeply engaged community isn’t just an idea for consumer brands like Harley Davidson, Apple, Nike, or Lululemon, or on the B2B side with companies like Hubspot, Salesforce, Adobe and Monday.com. It’s a necessity for modern companies looking to stand out in a competitive market.

Organizations can build long-lasting loyalty while driving advocacy and sustained growth by forging real emotional and professional connections, offering tailored experiences, and giving their customers opportunities to champion their brand.

** Harvard Business School - Building brand community on the Harley-Davidson Posse Ride

Next Steps

Interested in developing your own micro-influencer or ambassador program? Start by exploring my Micro-influencer guide