Kate Assaraf is an economist and founder, and we spoke about how she built a seven-figure, mission-driven business through word of mouth—without paid ads, influencers, or marketplaces. Her turning question was simple and risky: could a modern business grow purely through trust and real customers? She decided to prioritize direct relationships, email lists, and selective distribution, arguing that when platforms reward “the cheapest, the fastest,” the best products lose control of their customers.
Her core method was choosing community over algorithms. She explains that “customers are really, really smart” and can quickly spot “fake purchased authenticity,” which is why she avoided incentivized reviews and staged content. By staying off dominant marketplaces and refusing paid social, she protected margins, kept ownership of customer relationships, and leaned into face-to-face retail and grassroots discovery. As she puts it, “I chose to build my company with communities over algorithms,” even when that path was slower and harder.
We also talked about the mindset and structure required to sustain that choice: loving the product category enough to talk about it daily, protecting the business legally, and developing thick skin. Kate stresses learning to “shut your ears off to advice” when it doesn’t align, and using capitalism intentionally—what her team calls “Operation Big Check”—to fund causes customers actually care about. The result was unexpected media attention and awards that came from building differently, not chasing coverage.
This conversation offers a grounded playbook for entrepreneurs who want growth without sacrificing trust, margins, or purpose.
Key takeaways
- Word of mouth can scale to seven figures without paid adsKeep customers off marketplaces to control relationships and marginsAvoid fake UGC; real customers build faster trustChoose selective retail over algorithmic distributionLove your category enough to talk about it dailyUse profits intentionally to reinforce values and loyalty