Give equity to a creator whose fans are your target customers

Reed MancataHave really good organic videos, and then you put ads into them. And so I'll I'll go way back, so I mean my first foray into, like, realizing TikTok could be a hack is watching my friend Max Gomez build his brand, Breathwrk. So this was 2020, kind of, like, right off the tail end of, you know, like or right when, like, TikTok was getting popping, and

Reed Mancataum you know, I watched his TikTok account grow from, like, 0 to, like, 3 million followers on TikTok, and they drove all this traffic and engagement. And the playbook was: find a content creator that had an audience that is overlapped with the target market that you're going after, give them meaningful equity and upside into the company, and then bring them on board. And

Reed Mancatawhen I set forth on building Fitted, I had six friends send me this TikTok of who is now my co-founder, Max, who created this outfit generator for himself in class, and it went viral. And reached out to him on every single platform imaginable, LinkedIn, Instagram, I guessed his email, you know, you name it, and before I even had a product, and I would pay him 20 bucks a video to just, like, just cook. And