Vivian Kaye, founder of KinkyCurlyYaki, grew her business from $0 to $1 million with zero spend on ads by identifying and leveraging the roles that her early customers could play in her business. She found a niche audience who were passionate about natural hair and weave forums, where she shared her product and received feedback and validation from these early adopters. Vivian's customers played various roles such as brand ambassadors, quality control, participants in research and development, employees, and content creators, which helped her refine her products and services, build a loyal customer base, and drive sales. By building strong relationships with her early customers, Vivian was able to scale her business and achieve long-term success.