Scott Sorensen is CMO at Toor Knives, a 100% American-made knife brand that is completely locked out of paid advertising. Tactical knives sit alongside firearms in the eyes of the ad platforms, so Scott has built growth without them. He explains how ambassador and affiliate programmes with genuine users drive most of Toor's new traffic, why "knives made in the USA" is one of the brand's top search terms, and how the average customer goes on to buy three more knives within 12 months. A useful listen for anyone building demand without paid media.