Mr. Impulsive (Eric)

Sunflower hired the biggest sobriety creator as VP of Sobriety instead of buying posts. Eric (Mr. Impulsive) has a large Facebook and TikTok audience, gets 50 to 100 million views a month and sends 50 to 100k link clicks a month. He joined Sunflower as VP of Sobriety before the app had revenue, with salary and equity tied to a mission.

Koby Conrad compares it to buying wholesale rather than running 30 small influencer deals. Eric learns the product roadmap, iterates on what drives clicks, and is less likely to switch to a competing app. The advice: "Just hire them as employees. Don't go to them and be like, I'm trying to buy one post."

Superwall▶ 6:16

Put the creator in the team's feedback channel so they feel the product's impact. Eric sits in Sunflower's Slack channel and sees user feedback, such as people saying the app saved their life. That motivates him and makes him a better partner than a creator paid per post.

The team keeps dropping this feedback into the channel: "he's like in our Slack channel and we're just like constantly dropping this stuff".

Superwall▶ 16:55