FROM THE LIVE SHOW: “We sell software, but for this campaign, we thought: what if we made a real consumer product that’s actually quite delicious?” The CEO of Runway (@runwayco), Siqi Chen (@blader), explains their latest marketing experiment: Attach a $100 bill to a bottle of hot sauce and sell it for $13.99. So far, it’s working... 10,000 pre-orders and counting. If 1% of those buyers are in their ICP, the campaign yields a 10× return.