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Don't work with retailers and don't spend a lot on getting the word out. what's the one thing you did early on to reach customers that completely worked? >> it was simply just finding smern people of -- it was not rocket science at the time. and it was not called influence marketing. >> jake and cramer built their brand on instagram and sold their products only from their own website. from the beginning, they understood the power of the post. >> we were pushing our customer to send us pictures, post on instagram, tag us. so sourcing that content was huge, just because it made all the early ado...