The Monday Membership Memo

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every monday

Every Monday, we publish a short, sharp memo for those shaping the future of membership. Whether you're running a private club, building a member-driven brand, or simply thinking more deeply about belonging brands, this is your weekly nudge to zoom out, challenge assumptions, and see the bigger picture.

June 23, 2025
The Problem with 'Hidden Gems'

Club clichés like “hidden gem” and “home away from home” are overused and unmemorable. Great club messaging is specific, personal, and honest—showing what makes your club truly different in ways no one else can copy. Say something only you can say.

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June 9, 2025
The Case for Emotional Messaging

Emotion beats logic—every time. Whether you’re selling shoes, software, or a club membership, it’s the feeling you create that makes your message stick—and motivates people to act.

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