{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Coworking Values Podcast","title":"They Come for the Promise. They Stay for the Hospitality. with Dr. JJ Peterson","html":"","width":"100%","height":180,"duration":2191,"description":"\"They come for the promise. They stay for the hospitality.\"— Dr. JJ PetersonEpisode SummaryJJ Peterson has spent eleven years inside the StoryBrand universe. He co-authored Marketing Made Simple with Donald Miller. He helped Will Guidara write the certification for Unreasonable Hospitality. He hosts the Badass Softie podcast — for leaders who are unapologetically driven but want to lead with their hearts. He is flying to London in June to teach at the first workshop in the world to bring StoryBrand and Unreasonable Hospitality together in the same room, two days back to back, in Holborn.This conversation surprised me. I thought we'd spend an hour on frameworks and funnels.We didn't. We talked about a failure mode that kills coworking spaces quietly, before anyone notices. The moment an operator puts community in the shop window — makes it the headline offer — they've already lost. JJ has a phrase for this. He calls it the wish dream. Dietrich Bonhoeffer wrote about it in 1937. JJ applies it to every organisation that confuses the byproduct with the product.Marketing makes the promise. Hospitality delivers it. Community is what emerges when both work.That's the spine of this episode.JJ is warm, wickedly sharp, and completely uninterested in jargon. He brings academic depth — he has a PhD in Communication and wrote his dissertation on Kierkegaard's theory of indirect communication — without ever sounding like a lecture. Nashville to London. June 10th and 11th. The discount code is at the bottom.Timeline Highlights00:00 — Intro: Bernie on why marketing in coworking is both essential and misunderstood — and why most operators are selling the wrong thing.02:15 — JJ introduces himself: eleven years at StoryBrand, co-author of Marketing Made Simple, host of Badass Softie, and the man who helped Will Guidara translate Unreasonable Hospitality into a teachable system.06:40 — \"If you confuse, you lose.\" The core StoryBrand premise: customers don't buy the best product....","thumbnail_url":"https://img.transistorcdn.com/WIBJeL0fXbpb8oNZHEtSu5qeC3870OdCYV3XNCIVY1M/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8yZTBm/NGQ1N2YzYTcyNmE3/NTc2ZmU5NTBlYmNj/OTEwOC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}