Happy Monday, everybody, and welcome to another edition of three more questions with David Novak.

I'm Kula Callahan. This is David Novak. And we're talking about your interview with Hayden Brown,

who's a CEO of Upwork and an incredibly dynamic and amazing female leader. I am a huge fan of Hayden. I was before,

but especially after this episode. I mean, I love the fact that she came up in the organization

and after nine years became the CEO and it was taking the organization to a whole different

level and just so articulate. I mean, she is so smart.

You know, I'm finding a lot of these CEOs that start out as consultants are truly

amazing, you know, because I think they're able to really understand strategy, the importance

of structure, the importance of culture. And then they're just so good at communicating.

And she's like a poster child CEO. I mean, she's really

impressive. She's incredible. David, I'm excited to break down some of the concepts you

and Hayden talked about in today's edition of three more questions. So let's get going.

All right.

Question number one.

In the interview, Hayden says, we can't just build what customers ask for.

We need to build toward a bigger vision, even if customers aren't there yet.

How can leaders build this courage and the conviction to pursue a vision that others might not see right away? Or maybe they don't even know that they need it. I think the most important thing is to understand your customers

better than anybody else in the world. Even better than them. Absolutely. You need to know your

customers even better than they know themselves. You need to know what their biggest problems are

that occur most frequently,

and you've got to go about solving those every single day, and that'll help you come up with

things that your customers could never, ever envision. But once they see them, they're going to go,

...