So I think for founders, like it's, you just have a, you just have to have a good understanding of what we're looking for.

And it's really like pricing power. And that comes back to defensibility and whether or not your margins are going to hold true over the long term. But I just think we're in this awkward period where all the old tricks may actually not hold true.

So I just think that just have to be aware of what's going on and realize what we're looking for,

but just know that it may have to be a little bit more than just the switching costs.

Most early stage companies point the finger at the person, like that fourth ingredient.

They're not qualified or competent or they're letting us down.

But the problem is if you hire a fish to climb a tree, you're always going to be pissed off.

And because early stage businesses aren't really good at getting that sequence right,

they end up hiring fish to climb trees.

We have a rule. Our kids can't be on social platforms.

It is telling you like a good friend of tribe who I won't know.

I was very senior at Facebook and he's adamant. He will not on there or any other social media platform because of what they do.

And so I think it's a data point that someone's inside that has an intimate knowledge of how

these things work and what the algorithms are targeting, telling you that.

I feel like this needs to be the clip of like the show teaser.

Anyone listening? Congratulations. You have won a prize. The prize is more of us.

We're going to be. How are we all? Aaron, by the look of it, you've either been to a funeral or you're going to court.

We've got a meeting today, Don, in the city with some kind of potential investors, so

got the collar on.

I think this has been a really healthy conversation.

I'm glad we've had it, so I don't embarrass us.

Yeah.

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