Mae Karwowski: Pricing What Others Miss, Great Partners, and Timing the Exit

Host Michael Sonnenfeldt kicks off Season 2 with creator economy pioneer Mae Karwowski Founder and CEO of Obviously, a leading influencer marketing agency working with global brands including Amazon, Ford, Ulta Beauty, and Coca-Cola. Mae built Obviously before influencer marketing became mainstream, helping define how brands partner with creators at scale across platforms like Instagram, TikTok, and YouTube.In 2023, Mae led Obviously through a successful acquisition by WPP, one of the world’s largest advertising and marketing companies, and continues to serve as CEO today. She shares practical insights on entrepreneurship, scaling a founder-led business, and knowing when to sell a company. Key topics include influencer marketing strategy, pricing in emerging industries, founder partnerships, mentorship, leadership after acquisition, and balancing high-growth leadership with family, motherhood, and long-term purpose.Giving Moment:Join this season's philanthropic giving moment where every donation made in Q1 2026 will be matched dollar-for-dollar up to $100 per gift ($10,000 per organization). Donate at www.muus.com/giving.Topics:(00:00) Season 2 introduction of Next(00:31) Introduction to Mae and Obviously(01:00) Building an influencer marketing company before the category existed(02:27) What influencer marketing really is—and why it matters(03:13) Industry rankings, scale, and market evolution(03:30) Early life, entrepreneurship, and risk-taking(04:28) Lessons from childhood sports and being the underdog(05:30) Choosing yourself and building grit as a daily practice(07:00) Raising children to challenge convention(08:00) The “nausea test” for personal and professional growth(09:30) Delayed gratification and surviving near-quitting moments(11:30) Family influence: lessons from Mae’s parents(13:30) Opportunity, timing, and seeing what others miss(15:30) Rare books, pricing power, and creating value from nothing(18:00) Liberal arts, philosophy, and the future of human intelligence(20:30) Avoiding comparison and building community(23:00) Mentorship—both receiving and giving it back(25:30) Advising women preparing to sell their companies(26:30) Building trust with a remote co-founder(28:30) Choosing the right business partner(30:30) When founder relationships fracture(32:00) Leadership, motherhood, and building real support systems(34:30) Balancing family, business, and long-term priorities(37:00) Marriage, entrepreneurship, and intentional communication(40:30) From startup CEO to WPP leadership(42:00) Growth vs. profitability after acquisition(44:00) Letting go after selling: the bank account moment(46:00) Pressing forward with new resources and perspectives(48:00) Influencer marketing and politics(49:30) The first TikTok election and cultural shifts(51:00) Why influencer marketing is fundamentally different(52:30) The moment Mae knew it was time to sell(54:00) What she wishes she’d known at the beginning(55:00) Advice she hopes her children will take(56:00) Tip JarMentioned:TIGER 21 is the premier peer membership organization for ultra-successful entrepreneurs, investors, and executives. Through confidential forums and shared experience, members gain perspective on wealth, leadership, and life beyond success.The Hard Thing About Hard Things — Ben HorowitzMae's favorite perfume —1969 by Histoire de Parfums and Issara by DusitaFollow and Connect:Mae Karwowski | WebsiteMichael Sonnenfeldt | LinkedIn | [email protected] with Michael Sonnenfeldt Podcast | YouTube | Website