Recap: Growth Playbook and The Rise of the Who Economy

We had a great opportunity to host a webinar with Isaac Morehouse, the co-founder and CMO at PartnerHacker. Isaac is a passionate entrepreneur and thought leader creating conversations around the partner-led future in B2B. He has grown three companies without relying on paid marketing or extensive automation and he now shares some best practices and principles that let him achieve this. 

Webinar Key Takeaways

• The shift from the “How economy” to the “Who economy” is a crucial change in today’s digital age, where people are seeking trust and relationships over information.
• Building relationships and trust with your audience is essential for organic growth and long-term success.
• In the “Who economy,” businesses need to focus on understanding their audience and their unique needs, engaging with them through social media and email, and providing valuable content.
• Businesses should be transparent, honest, and show their personality to build trust and establish a strong brand identity.
• Organic growth takes time, and consistency in efforts is essential to achieve success.

It all begins with a shift in the way buyers make their decisions in the digital world. Over the past 10 years, we’ve noticed a transition from the “how economy” to the “who economy” — where the emphasis is on the individuals and influencers rather than the methods or processes. 

Switching From “What” to “Who”

Buyers don’t ask that much anymore because there’s just too many answers. It’s harder to find what you need, so people have switched to asking who. In a way, it’s almost like a return to the pre-digital age.

Whom do I trust? Whom do I know? Whom do I like? Who has the best reputation? Who’s the best person to solve this problem? What’s the best company? 

That’s where the Who economy comes in. It’s a game that’s much more about relationships, trust, reputation, and less about information and education. And that’s a big shift.

Building Relationships With Your Audience

We don’t just want to sell people something; we want to build a relationship with them. So we are focused on creating content that is valuable to them, that answers their questions, and that helps them solve their problems. We also make sure to engage with them, whether it’s through social media or through email. We want to make sure that they know we were there for them.

Building Reputation

Another thing is focusing on reputation. We need to make sure that we are known as a trustworthy and reliable company. We do this by being transparent, by being honest, and by delivering on our promises. This helps us build trust with our audience, and as a result, they are more likely to choose us over our competitors.

You can watch  to the whole episode here.

Interested in creating content like this with us? Let us know!