Boom! Shake the room, Fire Nation! JLD here and welcome to Entrepreneurs on Fire, brought to you by the HubSpot Podcast Network with great shows like Business Infrastructure.

Today we'll be focusing on how to build a customer lifecycle. To drop these value bombs, I brought Somal Meta and the EO Fire Studios.

Somal leads Squares, SquarePoint of Sale, and CRM Business Units. His responsibilities include overall ownership and organizational management across multiple functional disciplines, including product engineering and design.

In today's Fire Nation, we'll talk about the customer lifecycle, the connection of that to customer experience, the tools that businesses can use to build out your customer lifecycle fire nation, omnichannel and so much more when we get back from thinking our sponsors.

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Samo, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with.

What's up Fire Nation? Great to be with you all and obviously great to be with you, John. Thank you so much for inviting me.

It's a great question. What I would say, and I don't know how unpopular this will be, but what I would say is that unlike what most people would say, I am comfortable with both regret and jealousy as emotions.

You hear a lot these days about how regret is bad and you should just kind of put that aside or how jealousy is terrible you should just run your own race and there's truth to all of that.

What I found over the years though is that if you can pay attention to your feelings and if you can pay attention to why there's regret or why there's jealousy.

And of course, put that aside and use that to inform your future actions. It's a more productive way to live and a more informed way to live than to simply say, well, regrets are terrible, jealousy is terrible. Let's just move on.

So that's maybe one thing that I can offer in Fire Nation. That's why I love starting off with that question because it brings some really unique perspectives.

And that's exactly what we're trying to do here, give you some different perspectives about how to look at life, how to think about life, how to operate within business. And as I mentioned the introduction, Somal, I mean, he leads squares point of sale and CRM business unit.

And we'll be talking about building a customer lifecycle today. But first off, Somal, I want to dive in and have you tell us a little bit about square. So Fire Nation can get a good gest of what square is and does. And specifically what you're trying to solve.

I can talk about this for hours, but I will aim to keep it short. And the squares mission is economic empowerment. We wish to democratize access and participation in the economy for audiences that we would consider traditionally or even currently underserved.

Many people know the story, but if you don't, we started over 10 years ago with the smallest of small businesses, the flower shop or the flower cart down the street that wasn't accepting credit cards and thereby losing business.

The taxi cab driver that was stuck with a pretty poor way to actually manage transactions and accept payments. And over time, we've also started to serve consumers through cash app and hopefully artists in the future through title.

Me and my colleagues are focused on the seller business on the seller side of the business, which serves businesses, what we call them sellers of all sizes, all categories and increasingly more and more countries.

On the seller side, specifically, we help businesses start run and grow their business through well integrated, well designed tools, any collection of what we would call APIs to boot. And the purpose again is to help these businesses get access to tools that they might not have to help them grow their business through tools that were previously unavailable.

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