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Mariya Nurislamova describes how Scentbird evolved from an online fragrance recommender into a fragrance subscription service. Early ideas failed because the founders built without speaking to customers and struggled to find a model people would pay for. A mentor’s advice led them to offer designer fragrances in monthly portions, and customer demand helped the company raise money and eventually get into Y Combinator. She closes with lessons on hiring exceptional people, setting ambitious goals, and choosing advice from people who have achieved what you want.