Raz: Virality is borrowed attention; build brands around feelings, not products
Guy Raz · Advice Line with Kip Tindell of The Container Store · Sep 10, 2026 · at 32:19
Guy Raz, host of How I Built This, advises Kaomi Sleep founder Caitlin Kao on converting viral social media traction into a sustainable brand.
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“Virality is borrowed attention, right? And so the question is, and it's a good question is how do you, it's not how do you maintain that momentum? You won't be able to get a hundred and ninety seven million views again and again and again. But it's how do you capture as much as you can and build a brand around the feeling of what you're talking about and not the product, because the feeling is security.”
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