Superfans aren’t created; they’re cultivated. “Give people little, easy ways to participate, and then you gradually get them further and further up the curve,” Barnett says. Little Spoon, for example, launched an online platform called “Is This Normal?,” where parents can get their burning questions answered. The more opportunities you create for engagement, the more people feel attached…and start telling others. “Over time, that’s your marketing channel,” she says. “These people are out there advocating for you. And that’s the goal.”