Community #1 (free) --> Community #2 (paid) -- HOW?

In a video, Sam lays out his perfect scenario for growing and monetizing a community. He explains that he would start a free community (Community #1), provide so much value, and then convert people into a paid community (Community #2).

To me, that sounds really great. I just have a hard time seeing the shift.

If I try to provide maximum value in the first community, what else is there to upsell in the second?

Do you guys know any good examples of what you can offer additionally to incentivize people from Community #1 (free) to Community #2 (paid)

Thanks for your help and input,

Bernhard

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