This is Recode Media with Peter Kafka.

That's me.

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recode. I'm here with my guest, Rafit Ali, who is a two-time digital media entrepreneur.

Welcome, Raffet. Thank you, Peter. Many of you know Raffet from Paidcontent.org, and your new

company is Skift. Am I pronouncing Skift correctly? Correct, yes.

What does Skiff mean?

It's an old English word that means the first layer of snow on the ground.

Nobody uses it anymore.

I thought it was like a Finnish word or Norwegian word.

It's also a Norwegian word for shift.

So English and then Norwegian.

So essentially for all intents and purposes, we own the word as it relates to travel.

You took a word that most people don't, either isn't a word or most people don't know, and you said,

this is going to be the name of my new travel site. Yeah, I bought the domain like five years before I started.

...