Unlocking Potential: Insights from Erika Mahterian on Community, Emotion, and Marketing
Key Takeaways
Design for shareability to scale your reach.
Unexpected value builds faster loyalty than discounts.
Celebrate milestones as marketing gold.
What if the secret to building a great brand wasn’t the latest AI tool, but something deeply human?
This week at BYU’s Marketing Lab, we had the opportunity to spend some time with Erika Mahterian, founder and Head of Experience at Leland. Her message? In an era where machines can do almost anything, emotion is the ultimate differentiator.
The Mission Behind Leland
“We unlock potential by making the world’s expertise and opportunities universally accessible.”
“We unlock potential by making the world's expertise and opportunities universally accessible.”
That’s Leland’s mission in Erika’s own words. The platform connects individuals with expert coaches and communities to help them achieve professional and personal goals. But what makes it powerful isn’t just access to coaching. It’s the sense of belonging that fuels every interaction.
Building Community That Lasts
“People are hungry for community. They want to connect with others who share their ambitions.”
The best brands don’t simply transact; they create belonging. Erika emphasized that shared goals and milestones form the glue of community. For Leland, this means intentional spaces where people support each other.
In her words, community isn’t a “nice-to-have.” It’s the very thing that keeps users engaged when momentum dips and life get busy.
The Power of Emotional Marketing
“People remember how you made them feel. Anchor your marketing in emotion.”
Erika’s career has shown that emotional resonance beats product specs every time. Viral moments aren’t engineered through cold tactics but sparked when people feel seen and celebrated.
Delight is the lever that transforms users into evangelists. Emotion isn’t a byproduct of marketing; it’s the strategy.
Seven Lessons for Every Marketer
Create Belonging: Foster a sense of community, not just transactions.
Emotional Anchoring: Lasting memory comes from how people feel.
Design for Shareability: Build experiences that spread.
Provide Unexpected Value: Loyalty grows when people get more than they expected.
Celebrate Milestones: Every achievement is a chance to deepen connection.
Surprise and Delight: Small moments can spark movements.
Encourage Participation: Don’t let people just watch; invite them to play.
Final Thoughts
At the end of the day, Erika reminded us that while AI can analyze, optimize, and even generate, it can’t replicate a genuine human connection. The best brands will be those that make people feel something real.
Marketing isn’t about keeping pace with machines. It’s about being more human than ever.
Want help weaving these lessons into your brand? The Marketing Lab at BYU Marriott is ready when you are.
“Whatever it is, the way you tell your story online can make all the difference.”