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Early in her career, the content was standard: "Look at this latte." "Look at this sunset." But the turning point came when she realized that every caption is a resume bullet point.

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Once Elly has enough clout, she launches her own brand: Elly x Evelyn . It is a small, vertical clutch with a phone pocket and a card slot. She sells 5,000 units in 24 hours because her audience has been trained for 18 months to associate "clutch" with "career advancement." Early in her career, the content was standard: