Amaryllis Fox – Mulu

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

GROW

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.

PRODUCE

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.

DELIGHT

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 could get on the plane. He live tweeted the whole thing. And after all that, he had such an amazing trip, he decided to move to the UK. Awesome.

PITCH

Don’t get bogged down in the dozens of cool features your product has and will have. Focus on the reason you obsess over it at 3am. Focus on what delights you, on what secret you are going to tell this person that will change the way they think about something or the way they do something forever. Because in the end, if you’re not passionate about what you’re building, nobody else is gonna be either.

SELL

If you build it, they will come. No wait – If you build it, and it’s useful, they will come. I truly believe that. The world is so connected today, launching anything that truly solves a problem — truly delights someone or saves someone time or makes them some pocket money to buy that green maca smoothie to make up for that 4th Fortaleza on the rocks last night ...

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