Amaryllis Fox – Mulu



Amaryllis Fox is the CEO and founder of Mulu which automatically illustrates and makes content shoppable in real time.


Use what’s already out there. We used to ask users to manually curate their favorite things for their followers to shop. That was cool but relied on users taking the time to pick new products as often as they could. When we started using semantics to automatically pull the things they were writing about from their articles and blog posts, we ended up with orders of magnitude more recommendations, more authenticity, and all in real-time.


We decamp for one week each year – what we call Vision Quest. Every team member choosing their own destination – cabin in the woods, shack on the beach, RV on the playa – only rule is no day-to-day work allowed. It plucks us out of the minutia to mull on the big picture. Then we come back and share the magic.


We ran a competition in partnership with Universal Studios for Snow White and the Huntsman where the prize was a trip to the film’s premiere in London the following week. The winner turned out not to have a passport — he was heartbroken. We pulled together and pitched in for a no-holes-barred, balls-to-the-wall race to get the passport expedited and shipped to the airport so he ...

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