In advertising, leveraging celebrity endorsements can create a sense of trust and confidence in consumers, influencing their purchasing decisions even for unfamiliar products.

When choosing a celebrity or influencer for brand partnerships, it's important to select those at a tipping point in their career for maximum growth potential.

Controversy can be a powerful marketing tool. For example, the company Soylent gained significant attention and business partly because of its controversial name, which sparked discussions and interest.

Being a celebrity can be problematic because it creates a strong self-image that can easily be torn down by criticism.

I think celebrities should lean into collaborating with influencers to grow their audience.

The danger with social media for a founder is believing in the media personality of yourself rather than focusing on how things are actually going with the product.

It's crucial to determine if the creator genuinely wants to build a brand with you, rather than just treating it as a one-time endorsement.

Look for signs of established brands investing in the creator, as this can amplify their influence and reach.

It's important to showcase who else is using the product to build trust and credibility, especially if there are notable users or use cases.