Fundamentally, strategy is choice. It's the choice of the interaction, the activities that you're going to do that, you know, move your business forward or different, ultimately differentiate you from a competitor.

But at the beginning, it's just like, I'm at a fork in the road. I can go down this path or the other. I can't go down both simultaneously.

There's some decisions that are one way door. You cannot get back. Most decisions in life, especially early on, and whether it's

tech or kind of a go-to-market, most are like the two-way door. You can easily back out of it.

And that's, that was kind of our perspective that there was just going to inevitably be a lot of experimentation.

My name is David Cicerelli, the CEO and co-founder of Voices.

This is Code Story, the podcast bringing you interviews with tech visionaries who share in the critical moments of what it takes to change in industry

and build and lead, a team that has your back.

I'm your host, Noah Labhart, and today how David Cicerelli

created the number one audio services marketplace

through a chance voice recording project.

All this and more on Coat Story.

David Cicerelli is a husband to his partner in life and business, Stephanie, and a dad to four kids, one boy and three girls.

He loves to be doing anything outdoors, hiking, biking, et cetera, and has a cottage out in the country.

His most memorable hike was near his hometown at the provincial park where he climbed up to the

top of the sleeping giant. Being a true Canadian, he was able to direct my

suspicions about Putin, which is French fries, gravy, and cheese curds, aka an indulgent dish.

He said that it's more of a regular favorite in places like Old Quebec, but most people

enjoy it perhaps once a year, as you can't really have it every day.

Growing up, David loved experimenting with sound, playing piano, tuning into radio stations,

and tinkering with an old record player.

He discovered there was an audio engineering program at school and set out with the goal

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