Jaclyn Johnson and Marina Middleton (Create & Cultivate) on How To Sell Out a Live Event, the Future of Community, and Whether Virtual Events Are Dead
Description
Today, Sammi sits down with Jaclyn Johnson and Marina Middleton—the powerhouse duo behind Create & Cultivate. Long before every brand wanted a “community,” Jaclyn and Marina built one that actually mattered: a movement where founders, Fortune 500 leaders, and creators came together to build what’s next.
After selling the company in 2021, Jaclyn stunned the industry when she bought it back—this time with Marina stepping in as CEO. In this episode, they share what it’s really like to sell and then reclaim your life’s work, how they divide power and make decisions as co-leaders, and the tightrope walk of balancing exclusivity at scale. They also get candid about the future of community, what makes people actually show up in a post-pandemic world, and whether virtual events are officially over.
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Explore all Create & Cultivate events like their Supper Clubs (ATX on 3/13/2026 and LA 9/17/2026), ATX ATX Future Summit on 3/15/26
The World's Largest Festival for Women in Business 9/19/26 & 9/20/26
Here’s what Sammi covers with Jacyln and Marina:
00:00 Jaclyn and Marina’s Social Currency
02:25 The Evolution of Create & Cultivate Events
03:22 The Importance of Providing Value
06:05 How to Scale Intimacy
09:29 Monetization Strategies and Balancing Accessibility and Profitability
13:55 Marina’s Secret Sauce for Pitching Brands
18:30 BTS of the Create and Cultivate Sale
23:09 Reacquiring Create and Cultivate
25:29 Marina's Origin Story as CEO
27:04 The Secret Weapon of Being the Face of Your Brand
33:10 How Marina and Jaclyn Lead Together
37:20 Social Currency Corner
40:33 How to Show Social Currency Some Love
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