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 Jar

Mentioned:

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 Horowitz

Mae's favorite perfume —1969 by Histoire de Parfums and Issara by Dusita

Follow and Connect:

Mae Karwowski | Website

Michael Sonnenfeldt | LinkedIn | michael@muus.com

NEXT with Michael Sonnenfeldt Podcast | YouTube | Website