What is up everyone? This is Alex Lieberman, co-founder and CEO of Morning Brew coming to you with the last founders journal of the week.

This is our first time ever doing a recording on a Friday and we are going to do that going forward because I want to make sure

people have Founders Journal content that they can consume every single day of the week. Previously it was four days a week we

want it to be five. For those of you that are joining for the first time,

Founders Journal is my daily audio diary where I talk about the most impactful

things, moments, wins, losses in my day behind the scenes at Morning Brew.

Always joined by the Distinguished Sir Joshua Kaplan, Josh ask smart questions and pushes the conversation further.

He even helped us decide what the topic was going to be for today.

And today we are talking about planning and the importance of

planning and why startups are generally allergic to planning. Let's hop into it.

Planning.

All right. There's a big meeting. Planning, all right.

There's a big meeting today about the content roadmap,

I can tell there was a lot that was put into getting to this stage.

Yeah, planning is obviously a hop on an issue for startups,

open the floodgates, give it to us.

I mean, so like there's the classic line of if you fail to plan,

you can plan to fail.

And I feel like everyone conceptually knows this line, but then when you actually try to plan at certain points in a business's life cycle, you realize that it's really hard and sometimes like it's actually not doable with the resources you have.

And so I think I'm really proud to say

we are starting to be a forward looking business.

We're starting to be a business that plans not just

...