Hey there,

Rosee from Cobot here!

Marketing for independent coworking spaces works best when it starts with something quieter but stronger: your values.

Being value-driven means showing people who you are, what you care about, and how you act on it every day. When coworking gets reduced to square footage and perks, your values define what your space really stands for—and they’re what turn members into long-term supporters.

Before we dive into what this looks like in practice, I asked Bernie J Mitchell—coworking advocate and longtime friend of Cobot—what value‑driven coworking means to him.

👉 We’ve also put together a full blog on value-driven coworking. Read it here.

“It’s what you believe when everything goes wrong.”

Coworking advocate Bernie J Mitchell put it best:

“It’s not a marketing thing. It’s what you believe when everything goes wrong. If founders don’t know what they stand for, nobody else will. If your space closed tomorrow, would people miss it?”

Bernie once kept paying for a space he loved—even when he wasn’t using it—just to support the community. That’s the power of values in action.

🧭 How to Market with Values

Lead with purpose

Your mission should guide every message. Write clearly for humans, structure simply for search engines.

Be transparent

Set expectations up front—pricing, who your space is for, and what you don’t offer. Honesty builds trust.

Focus on community, not conversions

Show the life of your space: welcome rituals, shared lunches, member skill shares. Toolbox Torino thrives on flexible, member-driven formats. For more inspiration, check out these summer event ideas.

Let members tell the story

Authentic testimonials and member highlights not only make your members feel seen, it also make it easier for newcomers to picture themselves in your space.

Make events your marketing

The best events don’t just fill a calendar; they show your values in action. Host formats that feel authentic to your community: an open coworking day, a member showcase, or a simple lunch-and-learn.

Take a stand

You don’t have to be for everyone. Spaces that clearly state who they’re for attract the right members and loyalty.

🧰 How Cobot Helps

Public Events: Create bookable event pages in minutes—ideal for open days or member showcases.
SEO & Speed: Cobot pages are optimized for mobile and search, making your values easy to find.

🌱 Final Thought

Values-driven marketing is about connection, not conversion. Lead with what matters most, and the right people will follow.

Huge thanks to Bernie for the time he took and the insights he gave us!

Snapshot of my interview with Bernie :) Stay tuned for the full video!

Follow Bernie on LinkedIn to see more of his ongoing projects.

The topic for next week is:

"Beyond Reviews: How to Turn Positive Feedback into Marketing Content" 🌟

If you missed last week's newsletter, check it out here::

"Is It Time to Refresh Your Coworking Website?" 💻

Reply to this email if you have any questions, disagree with something I said or have a suggestion for a collaboration/future topic. I'm always happy to stay in touch!

See you next Wednesday!

Rosee from Cobot Coworking Software

Coworking Software

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Coworking Marketing #29 - Value-Driven Marketing w/ Bernie Mitchell