How to create a cult following on social media without selling your soul

By Aaron Orendorff

Few things are as heretical in branding as saying “No” to the question of monetization. After all, money’s the point, right?

Obviously, adopting a just-do-awesome-stuff-and-the-money-will-follow approach is dangerous. Equally dangerous, however, is the monetize-everything-you-and-your-business-do mentality. Why? Because people hate it, especially on social media.

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