Attis Insider was live. The community was growing. But we needed to keep feeding it & find more of the right people without spending on ads. Tech Twitter was our playground. But the challenge was; how do you capture attention from an audience that's seen every growth hack, every viral thread, every "I grew my startup to $1M ARR" post? We couldn’t out-market them, so we out-memed them.

The best marketing doesn't look like marketing. It looks like a joke everyone wants to be in on. We looked for cultural nerves to press; moments, memes, obsessions that the health-founder crowd was already talking about. Then we made them real.

Virality can be engineered. It just means knowing your ICP well enough.