Community is King: To disrupt an industry, you can’t just build a product — you’ve got to build a culture. It’s not just about selling it’s about creating a community of advocates, a pickle army, if you will. Just look at Glossier. They’ve built a brand community that’s transformed them into a beauty power.
As a part of our series about business leaders who are shaking things up in their industry, I had the pleasure of interviewing Kevin Baxter.
Kevin Baxter is a seasoned entrepreneur with a strong background in digital marketing and branding, utilizing these skills to disrupt traditional industries, most notably by transforming the food festival scene with The World’s Largest Pickle Party®.
With his roots in concert promotions and creating the first-ever Philadelphia Cheesesteak Festival, Kevin has successfully built the most prominent global digital community centered around pickles, reaching over 30 million people monthly.