When your community feels like a ghost town, the instinct is to post more, prompt more, push harder. But that’s often the fastest path to burnout. In this episode, Seth talks with Carrie Melissa Jones, co-author of Building Brand Community, about a common — and damaging — piece of advice: If members aren’t engaging… try harder. Carrie explains why engagement hacks and gamification may create short-term spikes but rarely build healthy, sustainable communities. Instead, she argues for investing in a strong core of members who help steward culture and conversation. You’ll learn: Why effort isn’t the same as effectiveness How to identify and cultivate co-leaders Why designing clear leadership roles prevents burnout How AI may weaken transactional forums while increasing the value of real belonging If you feel like you’re carrying your community alone, this conversation offers a better path forward. CMJ GROUP: https://www.carriemelissajones.com/