#1164 | What Went Wrong: The Community That Didn’t Stick | Deanna Russon |

I had a conversation with Deanna Russo, LinkedIn pro and founder of Leverage Up, about one of those ideas that sounded great in theory—but fizzled out in practice. Her LinkedIn group community was supposed to be the perfect extension of her one-on-one coaching work. But in the end, it didn’t quite land the way she hoped.

Deanna built a network of over 30,000 followers on LinkedIn, so she knows a thing or two about creating connection. But even with that experience, launching a paid online community turned out to be harder than expected.

She tried different formats. Played with cadence. Offered recordings. Bundled it with coaching. Unbundled it. But the reality was clear: the group wasn’t growing, and more and more people kept asking for one-on-one support.

Sometimes, the business speaks for itself. And it’s not saying “try harder”—it’s saying “try something else.”

 

Key Takeaways from Deanna’s Story

• If it’s not growing, it’s not working. Pay attention to where your customers naturally gravitate. If one offer is thriving while another flounders, don’t split your energy trying to force both to succeed.

• Running a community is a full-time job. You need structure, support, and likely a second set of hands. A community isn’t just a cheaper version of coaching—it’s a different product entirely.

• Be careful with “easy yes” pricing. A low price point can feel generous, but if people can get similar content elsewhere for free, you’re training them to overlook the value you bring.

• Don’t confuse content with connection. Just because people watch, read, or listen doesn’t mean they’re ready to join or engage. Broadcasting and building community are not the same thing.

• You can walk away and still win. Deanna’s weekly LinkedIn Audio show gave her visibility—but when it became more burden than benefit, she stepped back. That created space for what’s working now: one-on-one coaching and organic LinkedIn engagement that’s deeply human.

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