The other day, I was in a meeting for always grateful,

never satisfied with my business partners and a few others.

And we were kind of talking about apparel

and throwing marketing ideas around,

discussing where the brand could go.

It's a fun conversation.

And at one point, Rose, who's kind of been consulting where the brand could go. It was a fun conversation.

And at one point, Rose, who's kind of been consulting on this, paused and said something interesting.

She looked at us and said, you know, you guys, you're on the precipice of something bigger than you think.

You're doing well now, but I don't think you fully understand how close you are.

Then she goes, if you had a gun to your head, you could figure out how to make X dollars next month.

And this is over Zoom, right?

And so my business partner, Freddie, some of you guys know him.

He sits there and this is like the most cinematic, uh, Scorsese-esque moment. It couldn't have gone better. He sits there for about three seconds, looks up and says, then someone go get a gun.

And it was just, it was, it was perfect, right?

So we all laughed.

But there's, there's something there.

Beyond the sort of cinematic nature of the exchange,

there's something very true about it, right? Because the more I thought about that,

the more I realized how profound the moment. That's the strange thing about human beings, right? When the

pressure is real, when the stakes are high, when the moment demands that we almost always find a way

when we have to we become sharper more creative more decisive we stop waiting and overthinking

...