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2:51 min

The Instant Pot became a viral sensation thanks to word-of-mouth marketing and its status as an Amazon bestseller. The multicooker costs around $100 and does nearly everything — except for run a strong marketing campaign. The company is more focused on putting resources into a good product, which clearly isn't damaging the Instant Pot reputation. Mic’s Alexis Kleinman spoke with the creator and CEO of the company to learn more about the company’s business model.