What do I think you should be expanding or declining in? Things you like the most.

Second can be the things that make most business sense.

If you don't like it and you're doing it because it's the money, you fall into what people lost money on

NFTs, people lost money on cannabis,

people lost money on fashion brands.

People chase the thing they think the money's in,

but they don't actually like it, or like it enough.

Three, things you're good at or the people you have.

Over and under expansion comes from two things,

the subjective opinion and strategy of the founder.

And number two, the capacity of that founder to build family.

Right?

And when I say build family, I mean, you know,

you've gone too fast either because you're defining that as the things that have worked or not worked.

You're defining that, thank you so much Joe.

You're defining that based on how you feel about your leadership, right?

If you're feeling amazing about her, well then you're like, oh, the campaign agency is good.

If you're not feeling great about and what he's doing over here

then it's not going well. So for a lot of us in this room in different like

what I like about this format is sometimes the advice hits for everyone.

Every single person in this room's 100% variable

of how much they can expand

...