Welcome!
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to The NTM Growth Marketing Podcast! In today’s episode, we sit down with Glen, the Founder and CEO of 7 Cups, a revolutionary platform offering free emotional support. With a Y Combinator background and a mission to provide accessible mental health resources, 7 Cups has not only disrupted the industry but also made a significant impact on countless lives worldwide.
7 Cups is a free emotional support service. As you know, there’s a bit of a mental health crisis going on. Depression, anxiety, substance use, and self-harm rates are really climbing. So, one of the first things somebody wants to do when they’re in pain is they want to talk to somebody about it.
It’s a universal human impulse to share what’s weighing us down. For many, just the act of expressing their feelings is a crucial first step towards healing.
“It doesn’t matter where you’re from, what you do, how much money you have, what language you speak, just the process of sharing helps a person feel better.”
7 Cups boasts an impressive network: 570,000 trained listeners across 189 countries, offering support in 140 languages—all at no cost.
People can come onto the platform, share what’s on their heart, and receive active listening from someone who truly cares.
Active listening involves paraphrasing, summarizing, and imagining oneself in the other person’s shoes. Beyond just listening, the platform offers forums, research-backed growth paths, treatment plans, and even a generative AI emotional support bot.
“It’s a comprehensive support system, but the heart of it is people caring for one another.”
As the CEO, Glen’s day revolves around purpose, revenue, and people. “Today is a typical day,” he shares. “I’ve had a product meeting, a clinical therapy meeting, a meeting with the team, researchers, and a client. And now, I’m meeting with you.” It’s clear that leading an organization like 7 Cups involves wearing many hats.
Reflecting on 7 Cups’ inception at Y Combinator in 2013 and their evolution over the past eleven years, Glen notes that the landscape for mental health startups was virtually non-existent back then.
“There were no real mental health startups. It’s crazy to think about it now.”
7 Cups’ early success can be attributed to a stroke of luck and the power of earned media. “We got a ton of press from Y Combinator’s Hacker News, TechCrunch, and other high-caliber sites, which boosted our search engine optimization (SEO) significantly,” Glen recalls. This initial boost resulted in substantial organic traffic, a luxury that many competitors envy.
Marketing for 7 Cups has always largely leaned on word of mouth and earned media. “We’ve never done a huge marketing or advertising campaign,” Glen explains. In a community-based startup, making every penny count is essential.
From being a hush-hush topic in 2013 to becoming a mainstream issue today, mental health has seen a dramatic shift in societal perception. “From a marketing perspective, it’s incredible to see mental health becoming a culturally relevant and acceptable topic,” Glen notes. Shows like “Ted Lasso” have played a significant role in normalizing men’s mental health discussions.
“Broadly, I think we’ve become more honest about the amount of human suffering that is happening around the globe, which is great.”
In 2013, training regular people to provide emotional support was seen as a radical idea. Today, it’s recognized as a crucial part of the mental health support system. Glen explains the pyramid model where lay professionals form the base, peer specialists come next, and clinicians sit at the top.
7 Cups works in tandem with clinicians, sending a ton of referrals their way. “In the US, half of the people that need help can’t get it. In many parts of the world, it’s 80% to 90%,” Glen states. By offering a platform where volunteers can provide initial support, 7 Cups helps bridge this significant gap.
AI plays a transformative role at 7 Cups. “Noni, our emotional support chatbot, launched in 2014 and has evolved significantly since then,” Glen shares. Originally a simple bot, Noni has now grown into a sophisticated model providing substantial emotional support.
AI’s application isn’t limited to chatbots. 7 Cups employs “just-in-time training,” a system inspired by the psychological training Glen underwent. “If a listener is stuck, AI can generate a response in real-time, like training wheels for new listeners,” Glen explains. This system helps new listeners feel more confident and capable in their support roles.
When asked about measuring marketing success, Glen offers a unique perspective. “Metrics are like grades. They’re a byproduct of what you’re building,” he explains. For Glen, the true measure of success lies in nurturing the community like an organism, focusing on user engagement and satisfaction.
Glen reveals an exciting new campaign for 2024: “Got Hope.” This initiative aims to illustrate the power of turning personal pain into purpose by helping others. Much like the final step in Alcoholics Anonymous (AA), it encourages users to give back by becoming listeners themselves.
As the world becomes more aware and accepting of mental health challenges, campaigns like “Got Hope” and advancements in AI will be pivotal in shaping the future. Glen’s vision for 7 Cups includes leveraging these tools to provide even more personalized and accessible care.
7 Cups is not just a platform but a lifeline for many. As Glen and his team continue to innovate and expand, their commitment to making mental health support accessible to all remains unwavering. Whether through the empathy of trained listeners or the innovative use of AI, 7 Cups is a beacon of hope in the mental health landscape.
For more information, visit 7 Cups or follow them on social media.
Explore our archive of NTM’s original podcast, The School for Humanity, created to discuss the greatest challenges humanity faces and help promote those who are helping to find solutions.
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