Jody Raynsford accidentally started a cult – after co-founding Bad Boy Running, it grew a cult-like audience that has led fans to getting tattoos with the slogan and a Christmas number 1…  However, when we think of the word ‘cult’ it isn’t usually in a positive sense… but what can we learn from cults in order to engage our audiences to the maximum effect?  In this episode, Jody explains the difference between a community and a cult, the strategy he used to keep his audience standing to attention, and how you can take your brand from basic to following you to the end of the earth.  You can follow Jody @jodyraynsford and find more from Campfire @campfireagency_