Why one founder personally onboarded every influencer in the early days to build his $2.1 billion AI startup

""You want to be able to have them tell your story, but in their voice," he said. "They can't do that if you're not willing to put in that investment," he added."

""People really trust what they say," Lee said. "That ends up becoming this wildfire that can spread really, really fast.""

""You want them to be an extension of your team, and I think they can feel whether or not you're willing to put in the work," he said."

An early investor labeled the startup idea "worst," prompting a focus on influencer-driven growth. Grant Lee personally onboarded every influencer in the companys early days to ensure authentic storytelling. The strategy centered on micro-influencers who are committed to providing value to their audiences rather than those with massive followings. Onboarding involved product walkthroughs, brainstorming content angles, and non-prescriptive feedback so influencers could create content in their own voice. Influencers acted as extensions of the team and showcased tools they actually used. Long-term relationships led influencers to return and post about the company, fueling rapid growth to $2.1 billion.

Read at Business Insider