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Transcript

The Brutal Money Lessons 90% of eCommerce Founders Learn Too Late · eCommerce Podcast

• 0:05
  Welcome
• 0:05
  to
• 0:05
  the
• 0:06
  E
• 0:06
  Commerce
• 0:06
  Podcast
• 0:07
  with
• 0:07
  me,
• 0:07
  your
• 0:07
  host,
• 0:07
  Matt
• 0:08
  Edmundson.
• 0:09
  This
• 0:09
  is
• 0:09
  a
• 0:10
  show
• 0:10
  all
• 0:10
  about
• 0:11
  helping
• 0:11
  you
• 0:11
  deliver
• 0:12
  Ecommerce
• 0:12
  Wow.
• 0:13
  And
• 0:13
  to
• 0:13
  help
• 0:14
  us
• 0:14
  do
• 0:14
  just
• 0:15
  that,
• 0:16
  I'm
• 0:17
  chatting
• 0:17
  with
• 0:18
  Jodi
• 0:18
  Mercer
• 0:19
  about
• 0:19
  how
• 0:19
  e
• 0:20
  commerce
• 0:20
  seems
• 0:21
  simple,
• 0:21
  but
• 0:22
  as
• 0:22
  we
• 0:22
  all
• 0:23
  know,
• 0:23
  oh
• 0:23
  yes,
• 0:24
  there
• 0:24
  is
• 0:24
  way
• 0:25
  more
• 0:25
  beneath
• 0:25
  the
• 0:26
  service
• 0:26
  and
• 0:26
  we're
• 0:26
  going
• 0:26
  to
• 0:26
  get
• 0:27
  into
• 0:27
  some
• 0:27
  of
• 0:27
  those
• 0:27
  intricacies.
• 0:28
  Oh
• 0:28
  yes,
• 0:29
  we
• 0:29
  are.
• 0:29
  So
• 0:29
  grab
• 0:30
  your
• 0:30
  notebooks,
• 0:30
  grab
• 0:31
  your
• 0:31
  pens
• 0:32
  because
• 0:32
  I
• 0:32
  feel
• 0:32
  like
• 0:32
  this
• 0:32
  is
• 0:33
  going
• 0:33
  to
• 0:33
  be
• 0:33
  one
• 0:33
  of
• 0:33
  those
• 0:34
  deep
• 0:34
  value
• 0:35
  drops
• 0:36
  if
• 0:36
  this
• 0:36
  is
• 0:37
  your
• 0:37
  first
• 0:37
  time
• 0:37
  with
• 0:37
  us.
• 0:38
  Very,
• 0:38
  very
• 0:38
  warm
• 0:39
  welcome
• 0:39
  to
• 0:39
  you.
• 0:39
  It's
• 0:39
  great
• 0:40
  to
• 0:40
  have
• 0:40
  you
• 0:40
  here
• 0:40
  with
• 0:41
  us
• 0:41
  on
• 0:41
  the
• 0:41
  show.
• 0:42
  Make
• 0:42
  sure
• 0:42
  you
• 0:42
  like
• 0:42
  and
• 0:42
  subscribe
• 0:43
  and
• 0:43
  do
• 0:43
  all
• 0:43
  of
• 0:43
  that
• 0:43
  good
• 0:44
  stuff
• 0:44
  because
• 0:44
  we
• 0:44
  do
• 0:44
  these
• 0:44
  podcasts
• 0:45
  every
• 0:45
  week
• 0:46
  where
• 0:46
  I
• 0:46
  get
• 0:46
  to
• 0:47
  chat
• 0:47
  to
• 0:47
  some
• 0:47
  amazing
• 0:47
  people
• 0:48
  in
• 0:48
  E
• 0:48
  commerce,
• 0:48
  pick
• 0:49
  their
• 0:49
  brains,
• 0:49
  learn
• 0:51
  all
• 0:51
  that
• 0:51
  I
• 0:51
  can
• 0:52
  from
• 0:52
  them
• 0:52
  and
• 0:53
  then
• 0:53
  usually
• 0:54
  the
• 0:54
  next
• 0:55
  time
• 0:55
  we're
• 0:55
  all
• 0:55
  together
• 0:55
  as
• 0:55
  a
• 0:55
  team,
• 0:56
  I
• 0:56
  go
• 0:56
  through
• 0:56
  my
• 0:56
  notes
• 0:56
  and
• 0:57
  go,
• 0:57
  listen
• 0:57
  guys,
• 0:57
  what
• 0:57
  do
• 0:57
  you
• 0:58
  think
• 0:58
  about?
• 0:59
  And
• 1:00
  so
• 1:00
  it's
• 1:00
  great.
• 1:00
  We
• 1:00
  do.
• 1:01
  It's
• 1:01
  honestly
• 1:02
  added
• 1:02
  a
• 1:02
  ton
• 1:02
  of
• 1:03
  value
• 1:03
  to
• 1:03
  my
• 1:03
  own
• 1:03
  E
• 1:03
  Com
• 1:04
  businesses
• 1:04
  because
• 1:05
  like
• 1:05
  you,
• 1:05
  I'm
• 1:05
  an
• 1:05
  E
• 1:05
  commerce
• 1:06
  entrepreneur.
• 1:06
  So
• 1:06
  I'm
• 1:06
  just
• 1:07
  here
• 1:07
  to
• 1:07
  learn
• 1:07
  as
• 1:07
  well.
• 1:08
  So
• 1:08
  look
• 1:09
  forward
• 1:09
  to
• 1:09
  it.
• 1:09
  And
• 1:09
  like
• 1:09
  I
• 1:09
  say,
• 1:10
  if
• 1:10
  it's
• 1:10
  your
• 1:10
  first
• 1:10
  time.
• 1:10
  Thank
• 1:11
  you.
• 1:11
  Thank
• 1:11
  you
• 1:11
  for
• 1:11
  joining
• 1:11
  us
• 1:11
  and
• 1:12
  of
• 1:12
  course,
• 1:12
  if
• 1:13
  you're
• 1:13
  a
• 1:14
  regular,
• 1:15
  as
• 1:15
  they
• 1:15
  say
• 1:16
  down
• 1:16
  south,
• 1:17
  then
• 1:17
  welcome
• 1:18
  back.
• 1:18
  Thanks
• 1:18
  for
• 1:19
  sticking
• 1:19
  with
• 1:19
  us
• 1:19
  and
• 1:19
  thanks
• 1:19
  for
• 1:20
  staying
• 1:20
  part
• 1:21
  of
• 1:21
  the
• 1:21
  journey.
• 1:21
  If
• 1:21
  you
• 1:22
  haven't
• 1:22
  done
• 1:22
  so
• 1:22
  already,
• 1:22
  make
• 1:23
  sure
• 1:23
  you
• 1:23
  subscribe
• 1:23
  to
• 1:24
  the
• 1:24
  newsletter,
• 1:25
  which
• 1:25
  you
• 1:26
  can
• 1:26
  subscribe
• 1:26
  to
• 1:27
  ecommercepodcast.net
• 1:29
  we
• 1:29
  just
• 1:29
  throw
• 1:29
  out
• 1:30
  content
• 1:30
  every
• 1:30
  week.
• 1:30
  In
• 1:31
  fact,
• 1:31
  we're
• 1:31
  just
• 1:31
  about
• 1:31
  to
• 1:31
  switch
• 1:32
  our
• 1:32
  newsletter
• 1:32
  platform
• 1:33
  to
• 1:34
  Beehive.
• 1:35
  Yes,
• 1:35
  we
• 1:35
  are.
• 1:35
  We
• 1:35
  have
• 1:36
  tried,
• 1:36
  I
• 1:36
  think
• 1:36
  just
• 1:37
  about
• 1:37
  every,
• 1:39
  every
• 1:39
  platform
• 1:40
  that
• 1:40
  is
• 1:40
  known
• 1:41
  out
• 1:41
  there.
• 1:42
  We'd
• 1:42
  like
• 1:43
  to
• 1:43
  try
• 1:43
  them
• 1:43
  all,
• 1:43
  see
• 1:43
  what
• 1:43
  they're
• 1:44
  all
• 1:44
  like
• 1:44
  so
• 1:44
  I
• 1:44
  can
• 1:44
  have
• 1:45
  some
• 1:45
  kind
• 1:45
  of
• 1:45
  comment
• 1:45
  on
• 1:46
  them.
• 1:46
  But
• 1:47
  now
• 1:47
  we
• 1:47
  are
• 1:47
  switching
• 1:48
  to
• 1:48
  Beehive,
• 1:48
  so
• 1:48
  do
• 1:49
  come
• 1:49
  join
• 1:49
  us
• 1:49
  and
• 1:49
  you
• 1:49
  can
• 1:49
  see
• 1:50
  what
• 1:50
  that's
• 1:50
  like
• 1:50
  as
• 1:50
  well
• 1:51
  as
• 1:51
  we
• 1:52
  build
• 1:52
  out
• 1:52
  the
• 1:52
  newsletter.
• 1:53
  And
• 1:53
  actually
• 1:53
  in
• 1:53
  the
• 1:53
  newsletter
• 1:54
  it's
• 1:54
  great
• 1:54
  because
• 1:54
  it
• 1:54
  used
• 1:55
  to
• 1:55
  be
• 1:55
  that
• 1:55
  we
• 1:55
  just
• 1:55
  send
• 1:56
  out
• 1:56
  the
• 1:56
  transcript
• 1:57
  from
• 1:57
  the
• 1:57
  show
• 1:58
  that
• 1:58
  there's
• 1:58
  a
• 1:58
  whole
• 1:59
  bunch
• 1:59
  more
• 1:59
  value
• 1:59
  in
• 1:59
  that
• 2:00
  newslet,
• 2:00
  etc
• 2:00
  as
• 2:00
  well.
• 2:01
  Just
• 2:01
  some
• 2:01
  tips,
• 2:01
  some
• 2:02
  tricks,
• 2:02
  some
• 2:02
  other
• 2:02
  things
• 2:02
  that
• 2:03
  we've
• 2:03
  discovered
• 2:03
  along
• 2:03
  the
• 2:04
  way,
• 2:05
  stories,
• 2:05
  examples,
• 2:06
  all
• 2:06
  those
• 2:06
  kind
• 2:06
  of
• 2:07
  things,
• 2:07
  we
• 2:07
  throw
• 2:07
  them
• 2:07
  in
• 2:07
  the
• 2:07
  newsletter.
• 2:08
  So
• 2:08
  do
• 2:09
  subscribe
• 2:09
  to
• 2:09
  that
• 2:10
  ecommercepodcast.net
• 2:11
  now
• 2:13
  let's
• 2:14
  talk
• 2:14
  about
• 2:15
  Jodi.
• 2:16
  Now,
• 2:16
  Jodi
• 2:17
  has
• 2:17
  an
• 2:17
  MBA,
• 2:18
  is
• 2:18
  a
• 2:18
  fractional
• 2:19
  CFO
• 2:20
  at
• 2:21
  Ascent
• 2:21
  CFO
• 2:22
  Solutions,
• 2:22
  bringing
• 2:23
  over
• 2:23
  25
• 2:24
  years
• 2:24
  of
• 2:24
  financial
• 2:25
  leadership
• 2:25
  to
• 2:26
  the
• 2:26
  table.
• 2:27
  She's
• 2:27
  worked
• 2:27
  with
• 2:28
  businesses
• 2:28
  across
• 2:29
  industries,
• 2:30
  helping
• 2:30
  them
• 2:30
  solve
• 2:31
  financial
• 2:31
  pain
• 2:31
  points
• 2:32
  and
• 2:32
  streamlining
• 2:33
  processes.
• 2:33
  Jodi
• 2:34
  loves
• 2:35
  helping
• 2:35
  companies
• 2:36
  uncover
• 2:36
  their
• 2:36
  unique
• 2:37
  value
• 2:37
  and
• 2:38
  sharpen
• 2:39
  their
• 2:39
  competitive
• 2:40
  edge.
• 2:41
  Jodi,
• 2:41
  welcome
• 2:41
  to
• 2:41
  the
• 2:42
  show.
• 2:42
  Great
• 2:42
  to
• 2:42
  have
• 2:42
  you.
• 2:42
  How
• 2:42
  are
• 2:42
  we
• 2:43
  doing
• 2:43
  today?
• 2:44
  Great,
• 2:44
  thank
• 2:44
  you,
• 2:45
  Matt.
• 2:45
  Wow.
• 2:47
  It's
• 2:47
  absolutely
• 2:48
  my
• 2:48
  pleasure.
• 2:48
  Now
• 2:49
  I
• 2:49
  see
• 2:49
  in
• 2:49
  the
• 2:50
  background
• 2:50
  a
• 2:51
  grandfather
• 2:51
  clock.
• 2:52
  Is
• 2:52
  it
• 2:52
  actually
• 2:52
  working?
• 2:53
  Yes,
• 2:54
  it
• 2:54
  is.
• 2:54
  I
• 2:55
  just
• 2:55
  have
• 2:55
  the,
• 2:56
  the
• 2:56
  chime
• 2:57
  turned
• 2:57
  off
• 2:58
  because
• 2:58
  people
• 2:58
  find
• 2:58
  that
• 2:59
  annoying.
• 3:01
  Yeah,
• 3:02
  fair
• 3:02
  play.
• 3:03
  And
• 3:03
  is
• 3:03
  it
• 3:03
  an,
• 3:03
  is
• 3:04
  it,
• 3:04
  can
• 3:04
  I
• 3:04
  ask,
• 3:04
  is
• 3:05
  it
• 3:05
  an
• 3:05
  heirloom?
• 3:05
  Is
• 3:05
  it
• 3:05
  a
• 3:06
  family
• 3:06
  thing,
• 3:06
  or
• 3:06
  is
• 3:06
  it
• 3:06
  something
• 3:07
  you
• 3:07
  purchase?
• 3:08
  It
• 3:08
  actually
• 3:08
  came
• 3:08
  with
• 3:08
  the
• 3:09
  house.
• 3:09
  Oh,
• 3:10
  wow.
• 3:10
  Yeah.
• 3:11
  I
• 3:12
  said,
• 3:12
  sure
• 3:13
  you
• 3:13
  want
• 3:13
  to
• 3:13
  do
• 3:13
  that?
• 3:14
  Why
• 3:14
  not?
• 3:15
  They
• 3:15
  will
• 3:16
  become
• 3:16
  an
• 3:16
  heirloom.
• 3:17
  Yes,
• 3:17
  they
• 3:17
  will
• 3:18
  become
• 3:18
  an
• 3:18
  heirloom.
• 3:18
  Exactly.
• 3:20
  Because
• 3:20
  that's
• 3:20
  what
• 3:20
  we
• 3:20
  do
• 3:21
  with
• 3:21
  grandfather
• 3:22
  clocks.
• 3:22
  Yeah.
• 3:22
  Yeah,
• 3:23
  I
• 3:23
  would
• 3:23
  love.
• 3:24
  I
• 3:24
  remember
• 3:25
  there
• 3:25
  was
• 3:25
  an
• 3:25
  old
• 3:25
  grandfather
• 3:26
  clock
• 3:26
  in
• 3:26
  my
• 3:27
  house
• 3:27
  growing
• 3:27
  up
• 3:28
  that
• 3:28
  is
• 3:28
  just
• 3:29
  in
• 3:29
  absolute
• 3:29
  disarray
• 3:30
  now,
• 3:30
  which
• 3:30
  is
• 3:31
  a
• 3:31
  real
• 3:31
  shame.
• 3:31
  So
• 3:31
  at
• 3:32
  some
• 3:32
  point,
• 3:33
  my
• 3:34
  intention
• 3:34
  is.
• 3:34
  It's
• 3:35
  on
• 3:35
  my
• 3:35
  very
• 3:35
  long
• 3:35
  list,
• 3:36
  Jodi.
• 3:36
  I'm
• 3:36
  a
• 3:36
  bit
• 3:36
  of
• 3:37
  a
• 3:37
  woodworker.
• 3:37
  I
• 3:37
  do
• 3:37
  like
• 3:38
  to,
• 3:38
  My
• 3:38
  hobby
• 3:38
  is
• 3:38
  to
• 3:39
  go
• 3:39
  in
• 3:39
  the
• 3:39
  wood
• 3:39
  shop.
• 3:40
  I,
• 3:41
  I
• 3:41
  do
• 3:41
  have
• 3:41
  every
• 3:41
  intention
• 3:42
  of
• 3:42
  making
• 3:42
  one,
• 3:43
  but
• 3:43
  of
• 3:43
  course,
• 3:43
  you
• 3:44
  know
• 3:44
  what
• 3:44
  they
• 3:45
  say
• 3:45
  about
• 3:45
  intentions.
• 3:46
  Right,
• 3:46
  Right,
• 3:47
  right,
• 3:47
  right.
• 3:49
  Who
• 3:49
  knows?
• 3:50
  Now?
• 3:50
  We
• 3:50
  were
• 3:50
  talking
• 3:50
  before
• 3:51
  we
• 3:51
  hit
• 3:51
  the
• 3:51
  record
• 3:51
  button.
• 3:52
  You
• 3:52
  have
• 3:53
  lived
• 3:53
  in
• 3:53
  the
• 3:53
  uk.
• 3:53
  I
• 3:54
  mean,
• 3:54
  you're
• 3:54
  in
• 3:54
  Colorado
• 3:55
  now,
• 3:55
  but
• 3:55
  you
• 3:55
  have
• 3:56
  lived
• 3:56
  in
• 3:56
  the
• 3:57
  uk.
• 3:57
  How
• 3:57
  did
• 3:57
  you
• 3:58
  find
• 3:58
  that?
• 3:59
  I
• 3:59
  loved
• 4:00
  it.
• 4:00
  I
• 4:00
  loved
• 4:00
  it.
• 4:01
  I
• 4:01
  wanted
• 4:01
  to
• 4:01
  stay,
• 4:01
  but
• 4:02
  unfortunately,
• 4:03
  that
• 4:03
  was
• 4:03
  the
• 4:04
  last
• 4:04
  year
• 4:04
  of
• 4:04
  my
• 4:04
  MBA
• 4:05
  and
• 4:05
  they
• 4:05
  kicked
• 4:06
  me
• 4:06
  out.
• 4:06
  So
• 4:07
  I
• 4:08
  returned
• 4:08
  to
• 4:08
  the
• 4:08
  States
• 4:09
  and
• 4:10
  found
• 4:10
  my
• 4:10
  way
• 4:10
  to
• 4:10
  Denver.
• 4:11
  So.
• 4:11
  Very
• 4:12
  good.
• 4:13
  Very
• 4:13
  good.
• 4:13
  Well,
• 4:14
  you
• 4:14
  know,
• 4:14
  what
• 4:14
  was
• 4:15
  your
• 4:15
  favorite,
• 4:15
  if
• 4:15
  I
• 4:15
  can
• 4:16
  ask,
• 4:16
  what
• 4:16
  was
• 4:16
  your
• 4:16
  favorite
• 4:17
  thing
• 4:17
  about
• 4:17
  the
• 4:17
  uk
• 4:18
  Staying
• 4:18
  in
• 4:18
  the
• 4:18
  uk?
• 4:19
  Obviously
• 4:19
  not
• 4:19
  the
• 4:19
  weather.
• 4:21
  No.
• 4:22
  But
• 4:23
  I'm
• 4:23
  sitting
• 4:23
  here
• 4:24
  looking
• 4:24
  at
• 4:24
  8
• 4:24
  inches
• 4:25
  of
• 4:25
  snow
• 4:25
  out
• 4:25
  there,
• 4:26
  so,
• 4:26
  you
• 4:27
  know,
• 4:27
  I,
• 4:27
  I
• 4:27
  guess
• 4:28
  you
• 4:28
  could,
• 4:28
  you
• 4:28
  could
• 4:28
  say
• 4:29
  that
• 4:30
  maybe
• 4:30
  the
• 4:31
  UK
• 4:31
  weather
• 4:31
  would
• 4:32
  be
• 4:32
  more,
• 4:33
  would
• 4:33
  be
• 4:33
  easier
• 4:34
  to
• 4:34
  deal
• 4:34
  with
• 4:34
  than
• 4:34
  that.
• 4:35
  But
• 4:36
  I
• 4:36
  think
• 4:37
  the,
• 4:37
  the
• 4:37
  thing
• 4:38
  I
• 4:38
  liked
• 4:38
  about
• 4:38
  was
• 4:38
  the
• 4:39
  people.
• 4:39
  I,
• 4:40
  Everyone
• 4:41
  was
• 4:41
  just
• 4:42
  uniformly
• 4:43
  wonderful
• 4:44
  to
• 4:44
  me.
• 4:44
  And
• 4:44
  being
• 4:45
  an
• 4:45
  American,
• 4:46
  you
• 4:46
  don't
• 4:46
  always
• 4:46
  get
• 4:46
  that
• 4:47
  response,
• 4:48
  so.
• 4:49
  That's
• 4:50
  true.
• 4:50
  I,
• 4:50
  I,
• 4:51
  I
• 4:51
  loved
• 4:51
  it.
• 4:51
  I
• 4:51
  love
• 4:52
  traveling
• 4:52
  to
• 4:52
  all
• 4:52
  the
• 4:52
  little
• 4:53
  towns.
• 4:53
  I
• 4:53
  would
• 4:54
  hop
• 4:54
  on
• 4:54
  the
• 4:54
  train
• 4:54
  every,
• 4:55
  every
• 4:55
  weekend
• 4:55
  and
• 4:55
  just
• 4:55
  go
• 4:56
  someplace
• 4:56
  different.
• 4:57
  So
• 4:57
  it
• 4:57
  was,
• 4:58
  it
• 4:58
  was
• 4:58
  awesome
• 4:58
  because
• 4:59
  we
• 4:59
  don't
• 4:59
  have
• 4:59
  that,
• 5:00
  that
• 5:00
  ability
• 5:00
  really
• 5:01
  to
• 5:01
  just
• 5:02
  hop
• 5:02
  on
• 5:02
  a
• 5:02
  train
• 5:03
  and
• 5:03
  go.
• 5:04
  And
• 5:04
  I
• 5:05
  found
• 5:05
  that
• 5:05
  really
• 5:05
  fascinating
• 5:06
  about
• 5:06
  the
• 5:06
  UK
• 5:06
  that
• 5:07
  there's
• 5:07
  no
• 5:08
  place
• 5:08
  you
• 5:08
  couldn't
• 5:08
  get
• 5:08
  to
• 5:08
  by
• 5:09
  train.
• 5:09
  So,
• 5:10
  yeah,
• 5:10
  it's
• 5:10
  an
• 5:10
  intriguing
• 5:11
  one,
• 5:11
  isn't
• 5:11
  it?
• 5:11
  Because
• 5:11
  I.
• 5:12
  Vice
• 5:13
  versa.
• 5:13
  I
• 5:13
  lived
• 5:14
  in
• 5:14
  the
• 5:14
  States
• 5:14
  for
• 5:14
  a
• 5:14
  while,
• 5:15
  as
• 5:15
  people
• 5:15
  regular
• 5:16
  to
• 5:16
  the
• 5:16
  show
• 5:16
  may
• 5:16
  or
• 5:16
  may
• 5:17
  not
• 5:17
  remember.
• 5:17
  And
• 5:18
  I
• 5:18
  was
• 5:18
  always.
• 5:19
  I
• 5:19
  remember
• 5:19
  when
• 5:19
  I
• 5:19
  went
• 5:19
  out
• 5:20
  there
• 5:20
  the
• 5:20
  first
• 5:20
  time
• 5:20
  and
• 5:20
  I'm
• 5:21
  like,
• 5:21
  well,
• 5:21
  I
• 5:21
  think
• 5:22
  I'll
• 5:22
  go
• 5:22
  visit.
• 5:23
  I
• 5:23
  kind
• 5:23
  of
• 5:24
  like
• 5:24
  the
• 5:24
  idea
• 5:24
  of
• 5:24
  going
• 5:24
  to
• 5:24
  this
• 5:25
  city
• 5:25
  over
• 5:25
  here
• 5:25
  and
• 5:25
  seeing
• 5:26
  what
• 5:26
  that's
• 5:26
  like
• 5:26
  and
• 5:27
  where's
• 5:28
  the
• 5:28
  nearest
• 5:28
  train
• 5:28
  station?
• 5:29
  And
• 5:29
  they're
• 5:30
  all
• 5:30
  looking
• 5:30
  at
• 5:30
  me
• 5:30
  like.
• 5:31
  Get
• 5:32
  in
• 5:32
  your
• 5:32
  car,
• 5:33
  dude.
• 5:33
  That's
• 5:34
  just
• 5:34
  not
• 5:34
  going
• 5:34
  to
• 5:34
  work
• 5:34
  out.
• 5:34
  I'm
• 5:35
  like,
• 5:35
  but
• 5:35
  I've
• 5:35
  not
• 5:35
  got
• 5:35
  a
• 5:35
  car.
• 5:36
  Surely
• 5:36
  I
• 5:36
  can
• 5:36
  catch
• 5:36
  the
• 5:37
  train.
• 5:37
  No,
• 5:38
  no,
• 5:38
  no,
• 5:39
  no.
• 5:39
  And
• 5:39
  I'm
• 5:40
  like,
• 5:40
  I'm
• 5:40
  sure
• 5:40
  Mr.
• 5:40
  Carnegie
• 5:41
  laid
• 5:41
  some
• 5:42
  railroads
• 5:42
  across
• 5:42
  America.
• 5:43
  Surely
• 5:43
  they
• 5:43
  know.
• 5:45
  So
• 5:45
  it's
• 5:45
  one
• 5:46
  of
• 5:46
  those
• 5:46
  things,
• 5:46
  isn't
• 5:46
  it,
• 5:46
  where,
• 5:47
  where
• 5:48
  you,
• 5:48
  I
• 5:48
  think
• 5:48
  you
• 5:48
  go.
• 5:50
  Like,
• 5:50
  I,
• 5:50
  I
• 5:50
  remember
• 5:50
  going
• 5:51
  to
• 5:51
  the
• 5:51
  States
• 5:51
  with
• 5:51
  certain
• 5:52
  expectations
• 5:52
  that
• 5:52
  it
• 5:52
  would
• 5:52
  be
• 5:53
  like
• 5:53
  England,
• 5:53
  just
• 5:54
  with
• 5:54
  an
• 5:54
  American
• 5:54
  accent
• 5:55
  and
• 5:55
  better
• 5:55
  food.
• 5:56
  Um,
• 5:57
  and
• 5:57
  turns
• 5:58
  out
• 5:58
  I
• 5:58
  was
• 5:58
  not,
• 5:58
  I
• 5:59
  was
• 5:59
  not
• 5:59
  entirely
• 5:59
  correct.
• 6:00
  No,
• 6:00
  no,
• 6:01
  I,
• 6:01
  that's,
• 6:01
  that's
• 6:02
  why
• 6:02
  I
• 6:02
  found
• 6:02
  it
• 6:02
  fascinating.
• 6:03
  I,
• 6:03
  I
• 6:03
  could
• 6:03
  just
• 6:03
  pick
• 6:04
  a
• 6:04
  place
• 6:04
  on
• 6:04
  the
• 6:04
  map
• 6:04
  and
• 6:05
  say,
• 6:05
  how
• 6:05
  do
• 6:05
  I
• 6:05
  get
• 6:06
  there?
• 6:06
  And
• 6:06
  just
• 6:06
  head
• 6:06
  to
• 6:07
  the
• 6:07
  train
• 6:07
  station.
• 6:07
  I
• 6:07
  could
• 6:08
  get
• 6:08
  there
• 6:08
  because
• 6:08
  I
• 6:08
  didn't
• 6:09
  have
• 6:09
  a
• 6:09
  car
• 6:09
  when
• 6:09
  I
• 6:10
  was
• 6:10
  in
• 6:10
  the
• 6:10
  uk,
• 6:10
  so
• 6:11
  that
• 6:11
  was
• 6:11
  my
• 6:11
  only
• 6:11
  way
• 6:11
  of
• 6:12
  getting
• 6:12
  around.
• 6:12
  So.
• 6:12
  And
• 6:13
  it
• 6:13
  was
• 6:13
  fabulous
• 6:14
  back
• 6:14
  in
• 6:15
  the.
• 6:15
  Days
• 6:15
  when
• 6:15
  trains
• 6:16
  were
• 6:16
  on
• 6:16
  time
• 6:16
  and
• 6:16
  reliable.
• 6:17
  But
• 6:17
  let's
• 6:17
  not
• 6:18
  go
• 6:18
  there
• 6:18
  now.
• 6:19
  Let's
• 6:20
  talk
• 6:20
  about
• 6:20
  E
• 6:21
  Commerce
• 6:21
  then.
• 6:21
  How
• 6:22
  did
• 6:22
  you
• 6:22
  get
• 6:22
  from
• 6:23
  I
• 6:23
  guess,
• 6:24
  your
• 6:24
  MBA
• 6:24
  in
• 6:25
  Manchester
• 6:25
  to,
• 6:27
  well,
• 6:27
  working
• 6:27
  now
• 6:28
  in
• 6:28
  E
• 6:28
  Commerce?
• 6:29
  Well,
• 6:29
  there's
• 6:30
  a
• 6:30
  story.
• 6:31
  So
• 6:32
  I,
• 6:32
  I
• 6:32
  came
• 6:33
  back
• 6:33
  from,
• 6:33
  from
• 6:33
  Manchester
• 6:34
  and
• 6:34
  promptly
• 6:35
  got
• 6:35
  a
• 6:35
  job
• 6:35
  in
• 6:35
  corporate
• 6:36
  America
• 6:37
  at
• 6:37
  some
• 6:37
  very
• 6:38
  large,
• 6:39
  you
• 6:39
  know,
• 6:39
  multinational
• 6:40
  global
• 6:40
  companies.
• 6:41
  Worked
• 6:42
  my
• 6:42
  way
• 6:42
  up
• 6:42
  for
• 6:43
  15,
• 6:43
  20
• 6:44
  years,
• 6:45
  ended
• 6:45
  up
• 6:45
  being
• 6:45
  the
• 6:46
  VP
• 6:46
  of
• 6:46
  Finance
• 6:47
  for
• 6:47
  a
• 6:47
  very
• 6:47
  large
• 6:48
  division
• 6:49
  of
• 6:49
  about
• 6:50
  2
• 6:50
  to
• 6:50
  3
• 6:51
  billion
• 6:51
  dollars
• 6:51
  of
• 6:51
  a,
• 6:52
  of
• 6:52
  a
• 6:52
  large
• 6:53
  global
• 6:54
  company
• 6:55
  here
• 6:55
  in
• 6:55
  Denver,
• 6:56
  and
• 6:57
  at
• 6:57
  some
• 6:58
  point
• 6:58
  decided
• 6:58
  that
• 6:59
  I've
• 7:00
  done
• 7:00
  corporate
• 7:00
  America,
• 7:01
  I,
• 7:01
  I
• 7:01
  would
• 7:01
  rather
• 7:02
  try
• 7:02
  something
• 7:02
  else.
• 7:03
  And
• 7:04
  got
• 7:04
  connected
• 7:04
  with,
• 7:05
  with
• 7:05
  Dan
• 7:06
  de
• 7:06
  Gollier
• 7:07
  from
• 7:07
  Ascent
• 7:07
  cfo.
• 7:08
  And
• 7:08
  he
• 7:08
  suggested
• 7:09
  that
• 7:09
  perhaps
• 7:10
  you
• 7:10
  would
• 7:10
  look
• 7:10
  at
• 7:11
  fractional
• 7:12
  CFO
• 7:13
  work
• 7:13
  and
• 7:14
  didn't
• 7:14
  know
• 7:14
  what
• 7:14
  that
• 7:14
  was
• 7:16
  and
• 7:16
  sat
• 7:16
  down
• 7:17
  with
• 7:17
  him
• 7:17
  and
• 7:17
  explained
• 7:18
  it.
• 7:18
  And
• 7:18
  we,
• 7:19
  I
• 7:19
  said,
• 7:19
  well,
• 7:20
  can't
• 7:20
  hurt
• 7:20
  to
• 7:21
  try.
• 7:21
  And
• 7:22
  I've
• 7:22
  been
• 7:22
  there
• 7:23
  now
• 7:24
  89
• 7:25
  years
• 7:27
  have
• 7:27
  worked
• 7:28
  with
• 7:28
  a
• 7:28
  variety
• 7:29
  of
• 7:29
  ecom,
• 7:30
  you
• 7:30
  know,
• 7:30
  service
• 7:31
  businesses,
• 7:32
  B2B,
• 7:34
  you
• 7:34
  know,
• 7:34
  CPG
• 7:34
  companies,
• 7:35
  B2C.
• 7:36
  So
• 7:37
  had
• 7:37
  a
• 7:38
  variety
• 7:38
  of
• 7:38
  them,
• 7:38
  which
• 7:39
  you
• 7:39
  never
• 7:39
  get
• 7:40
  if
• 7:40
  you're
• 7:40
  really
• 7:40
  in,
• 7:41
  in
• 7:41
  corporate
• 7:41
  America,
• 7:42
  usually
• 7:42
  you're,
• 7:42
  you
• 7:42
  know,
• 7:43
  you're
• 7:43
  serial,
• 7:45
  serial
• 7:45
  company
• 7:46
  person.
• 7:46
  And
• 7:46
  so
• 7:47
  this
• 7:47
  has
• 7:47
  been
• 7:47
  fabulous
• 7:48
  because
• 7:49
  at
• 7:49
  any
• 7:49
  given
• 7:50
  week,
• 7:50
  I,
• 7:51
  I
• 7:51
  have
• 7:51
  no
• 7:51
  idea
• 7:52
  what's
• 7:52
  going
• 7:52
  to
• 7:52
  happen
• 7:53
  and,
• 7:53
  and
• 7:53
  what
• 7:54
  the
• 7:54
  crisis
• 7:54
  or
• 7:54
  the,
• 7:55
  the
• 7:55
  question
• 7:55
  of
• 7:56
  the
• 7:56
  day
• 7:56
  is,
• 7:56
  or
• 7:57
  the,
• 7:57
  you
• 7:57
  know,
• 7:57
  you
• 7:57
  think
• 7:58
  you
• 7:58
  have
• 7:58
  your
• 7:58
  day
• 7:59
  planned
• 7:59
  out,
• 8:00
  you
• 8:00
  don't.
• 8:01
  And,
• 8:02
  but
• 8:02
  I,
• 8:02
  I,
• 8:02
  I,
• 8:03
  I
• 8:03
  thrive
• 8:03
  on
• 8:04
  that.
• 8:04
  So
• 8:04
  it's
• 8:05
  working
• 8:05
  good.
• 8:06
  It
• 8:07
  sounds
• 8:07
  a
• 8:07
  lot
• 8:07
  like
• 8:07
  my
• 8:08
  day,
• 8:08
  Jodi,
• 8:08
  if
• 8:08
  I'm
• 8:08
  honest
• 8:09
  with
• 8:09
  you.
• 8:09
  You
• 8:10
  never
• 8:10
  know
• 8:10
  what's
• 8:10
  going
• 8:10
  to
• 8:10
  happen.
• 8:11
  Right.
• 8:11
  For
• 8:11
  those,
• 8:12
  for
• 8:12
  those
• 8:12
  of
• 8:12
  us
• 8:13
  that
• 8:13
  might
• 8:13
  not
• 8:13
  know
• 8:14
  briefly
• 8:15
  what
• 8:15
  a
• 8:15
  fractional
• 8:16
  CFO
• 8:17
  is.
• 8:17
  Sure.
• 8:18
  Well,
• 8:19
  in
• 8:19
  my
• 8:19
  case,
• 8:19
  right
• 8:20
  now
• 8:20
  I
• 8:20
  have
• 8:20
  about
• 8:20
  five
• 8:20
  clients
• 8:21
  and
• 8:22
  you
• 8:23
  spend
• 8:23
  anywhere
• 8:23
  from,
• 8:24
  you
• 8:24
  know,
• 8:24
  two
• 8:24
  to
• 8:25
  five
• 8:25
  to
• 8:26
  eight
• 8:26
  hours
• 8:26
  a
• 8:27
  week
• 8:27
  on
• 8:27
  any
• 8:27
  given,
• 8:28
  on
• 8:28
  any
• 8:29
  given
• 8:29
  client.
• 8:29
  But
• 8:29
  basically
• 8:30
  what
• 8:30
  you're
• 8:30
  doing,
• 8:31
  you're
• 8:31
  acting
• 8:31
  as
• 8:31
  kind
• 8:32
  of
• 8:32
  a
• 8:32
  third
• 8:33
  party
• 8:33
  outside
• 8:34
  sounding
• 8:35
  board
• 8:35
  in
• 8:35
  most
• 8:35
  cases
• 8:36
  for
• 8:37
  a
• 8:37
  lot
• 8:37
  of
• 8:37
  these
• 8:37
  entrepreneurs
• 8:38
  because
• 8:38
  they're
• 8:38
  smaller
• 8:39
  companies.
• 8:39
  That's
• 8:39
  why
• 8:39
  they
• 8:39
  have
• 8:40
  fractional.
• 8:40
  So
• 8:40
  they,
• 8:41
  they,
• 8:41
  they
• 8:41
  can't
• 8:42
  invest
• 8:42
  in
• 8:42
  having
• 8:42
  a
• 8:42
  cfo.
• 8:43
  And
• 8:43
  quite
• 8:43
  frankly,
• 8:44
  they,
• 8:44
  it
• 8:44
  wouldn't
• 8:45
  be
• 8:45
  profitable
• 8:46
  for
• 8:46
  them
• 8:46
  to,
• 8:46
  to
• 8:46
  invest
• 8:47
  in
• 8:47
  having
• 8:47
  a
• 8:47
  cfo,
• 8:48
  but
• 8:48
  they
• 8:48
  need
• 8:48
  somebody
• 8:49
  to
• 8:50
  kind
• 8:50
  of
• 8:50
  keep
• 8:50
  them
• 8:51
  on
• 8:51
  track,
• 8:51
  to
• 8:51
  help
• 8:52
  them
• 8:52
  with
• 8:52
  planning,
• 8:53
  to
• 8:53
  help
• 8:53
  them
• 8:53
  with
• 8:54
  forecasting
• 8:55
  and
• 8:55
  the
• 8:55
  discipline
• 8:55
  that's
• 8:56
  required
• 8:56
  around
• 8:57
  any
• 8:57
  small
• 8:57
  business.
• 8:58
  And,
• 8:59
  and
• 8:59
  sometimes
• 8:59
  just
• 8:59
  to
• 8:59
  bounce
• 9:00
  an
• 9:00
  idea
• 9:01
  off
• 9:01
  of.
• 9:01
  So,
• 9:02
  so
• 9:02
  that's,
• 9:02
  that's
• 9:03
  where
• 9:03
  I
• 9:03
  come
• 9:03
  in.
• 9:04
  And,
• 9:04
  and
• 9:04
  if
• 9:04
  I
• 9:05
  under,
• 9:05
  you
• 9:05
  know,
• 9:05
  I
• 9:06
  get
• 9:06
  to
• 9:06
  understand
• 9:06
  the
• 9:07
  business
• 9:07
  and
• 9:07
  the
• 9:07
  finances
• 9:08
  and
• 9:08
  how
• 9:08
  they
• 9:08
  flow
• 9:09
  and
• 9:09
  then
• 9:10
  I'm
• 9:10
  able
• 9:10
  to,
• 9:10
  to
• 9:11
  give
• 9:11
  them
• 9:12
  a
• 9:12
  third
• 9:12
  party,
• 9:13
  kind
• 9:14
  of
• 9:14
  no
• 9:14
  dog
• 9:14
  in
• 9:14
  the
• 9:14
  fight,
• 9:14
  no
• 9:15
  skin
• 9:15
  in
• 9:15
  the
• 9:15
  game
• 9:16
  look
• 9:16
  and
• 9:17
  just
• 9:17
  give
• 9:17
  them
• 9:18
  the
• 9:18
  benefit
• 9:18
  of
• 9:18
  what
• 9:19
  I've
• 9:19
  learned
• 9:19
  over
• 9:19
  all
• 9:19
  these
• 9:20
  years.
• 9:21
  And
• 9:21
  so
• 9:21
  I'm
• 9:22
  kind
• 9:22
  of
• 9:22
  curious.
• 9:22
  I
• 9:22
  mean,
• 9:22
  let's
• 9:23
  jump
• 9:23
  straight
• 9:23
  into
• 9:23
  it.
• 9:24
  We've
• 9:25
  had
• 9:25
  a
• 9:25
  few
• 9:25
  finance
• 9:26
  guys
• 9:26
  on,
• 9:26
  on
• 9:26
  the
• 9:26
  podcast
• 9:27
  over
• 9:27
  the
• 9:27
  years
• 9:27
  and
• 9:27
  I,
• 9:28
  I've,
• 9:28
  I've
• 9:28
  enjoyed
• 9:29
  talking
• 9:30
  to
• 9:30
  them
• 9:30
  because
• 9:30
  finance.
• 9:31
  We
• 9:31
  have
• 9:31
  a
• 9:31
  lady
• 9:31
  called
• 9:32
  Michelle
• 9:32
  who
• 9:32
  works
• 9:32
  with
• 9:33
  us.
• 9:33
  She's
• 9:34
  one
• 9:34
  of
• 9:34
  the
• 9:34
  directors,
• 9:34
  one
• 9:35
  of
• 9:35
  the
• 9:35
  shareholders
• 9:35
  in
• 9:35
  the
• 9:35
  company,
• 9:36
  and
• 9:37
  she
• 9:37
  is
• 9:38
  our
• 9:38
  cfo.
• 9:38
  She's
• 9:39
  actually
• 9:39
  finance
• 9:40
  officer.
• 9:40
  She's
• 9:41
  wonderful
• 9:42
  and
• 9:42
  she
• 9:43
  is
• 9:43
  lovely
• 9:43
  and
• 9:43
  she
• 9:43
  tells
• 9:44
  me
• 9:44
  off
• 9:44
  all
• 9:44
  the
• 9:45
  time
• 9:45
  for
• 9:45
  spending
• 9:45
  money,
• 9:50
  which
• 9:50
  I
• 9:50
  always,
• 9:50
  I
• 9:51
  find
• 9:52
  very
• 9:52
  funny
• 9:52
  every
• 9:52
  time
• 9:52
  it
• 9:53
  happens
• 9:54
  most
• 9:54
  days,
• 9:54
  to
• 9:55
  be
• 9:55
  fair.
• 9:55
  Jodie,
• 9:56
  as
• 9:56
  it
• 9:56
  happens,
• 9:59
  having
• 10:00
  worked
• 10:01
  across
• 10:02
  all
• 10:02
  of
• 10:02
  these
• 10:02
  businesses,
• 10:03
  like
• 10:04
  I
• 10:04
  can,
• 10:04
  I
• 10:04
  could
• 10:04
  give
• 10:04
  you
• 10:05
  a
• 10:05
  list
• 10:05
  of
• 10:05
  what
• 10:05
  Michelle
• 10:05
  tells
• 10:06
  you
• 10:06
  that
• 10:06
  I
• 10:06
  do
• 10:06
  wrong.
• 10:07
  You
• 10:07
  know,
• 10:07
  I'm
• 10:07
  the
• 10:08
  guy
• 10:08
  driving
• 10:09
  the
• 10:09
  business,
• 10:09
  the
• 10:09
  entrepreneur.
• 10:11
  What
• 10:11
  are
• 10:11
  some
• 10:11
  of
• 10:11
  the
• 10:12
  common
• 10:12
  things
• 10:12
  that
• 10:12
  we
• 10:12
  get,
• 10:12
  get
• 10:13
  wrong
• 10:13
  with
• 10:13
  our
• 10:13
  finances
• 10:14
  as
• 10:14
  entrepreneurs?
• 10:14
  Because
• 10:15
  I,
• 10:15
  I
• 10:15
  know
• 10:15
  a
• 10:15
  lot
• 10:15
  of
• 10:15
  people
• 10:15
  listening
• 10:16
  to
• 10:16
  the
• 10:16
  show
• 10:16
  are
• 10:16
  either
• 10:16
  just
• 10:16
  starting
• 10:17
  out
• 10:17
  in
• 10:17
  E
• 10:17
  commerce
• 10:18
  or
• 10:18
  they
• 10:19
  are,
• 10:19
  it's
• 10:19
  their
• 10:20
  E
• 10:20
  commerce
• 10:20
  business,
• 10:21
  you
• 10:21
  know,
• 10:22
  maybe
• 10:23
  turning
• 10:23
  over
• 10:23
  half
• 10:23
  a
• 10:23
  million
• 10:24
  million
• 10:24
  somewhere
• 10:24
  around
• 10:25
  there
• 10:25
  some,
• 10:25
  I
• 10:25
  mean,
• 10:25
  I
• 10:25
  appreciate
• 10:26
  some
• 10:26
  people
• 10:26
  listening
• 10:26
  to
• 10:26
  the
• 10:26
  show.
• 10:26
  I
• 10:27
  actually
• 10:27
  work
• 10:27
  for
• 10:27
  really
• 10:27
  big
• 10:27
  companies,
• 10:28
  but
• 10:28
  a
• 10:28
  lot
• 10:28
  of
• 10:29
  folks
• 10:29
  are
• 10:30
  this
• 10:30
  entrepreneurial
• 10:31
  bracket.
• 10:32
  So
• 10:32
  how
• 10:32
  are
• 10:32
  we,
• 10:33
  how
• 10:33
  are
• 10:33
  we
• 10:33
  doing
• 10:33
  it
• 10:33
  wrong?
• 10:34
  Where,
• 10:34
  what,
• 10:34
  what's
• 10:35
  probably
• 10:35
  one
• 10:35
  of
• 10:35
  the
• 10:36
  top
• 10:36
  two
• 10:36
  or
• 10:37
  three
• 10:37
  things
• 10:37
  that
• 10:37
  we
• 10:37
  could
• 10:38
  change
• 10:38
  quite
• 10:38
  quickly
• 10:39
  and
• 10:39
  make
• 10:39
  a
• 10:39
  big
• 10:40
  impact
• 10:40
  on
• 10:40
  our
• 10:40
  lives.
• 10:41
  I
• 10:42
  think
• 10:42
  the
• 10:42
  biggest
• 10:43
  thing
• 10:43
  that
• 10:43
  I
• 10:44
  find
• 10:44
  is
• 10:45
  not
• 10:46
  having
• 10:46
  a
• 10:47
  clear
• 10:48
  and
• 10:48
  rather
• 10:49
  disciplined
• 10:49
  plan
• 10:50
  for
• 10:51
  what
• 10:52
  you're
• 10:52
  trying
• 10:52
  to
• 10:52
  accomplish.
• 10:53
  And
• 10:54
  especially
• 10:54
  the
• 10:55
  smaller
• 10:55
  you
• 10:55
  are,
• 10:56
  the
• 10:56
  more
• 10:56
  disciplined
• 10:57
  you
• 10:57
  need
• 10:57
  to
• 10:57
  be
• 10:58
  on
• 10:58
  your
• 10:59
  spend
• 10:59
  to
• 11:00
  your
• 11:00
  point
• 11:01
  and
• 11:01
  what
• 11:02
  you're
• 11:02
  spending
• 11:02
  on.
• 11:03
  So
• 11:03
  if
• 11:04
  you're
• 11:04
  going
• 11:04
  to
• 11:04
  spend
• 11:04
  on
• 11:04
  marketing,
• 11:05
  understand
• 11:06
  what
• 11:07
  you
• 11:07
  want
• 11:07
  to
• 11:07
  get
• 11:07
  out
• 11:08
  of
• 11:08
  that
• 11:08
  and
• 11:08
  have
• 11:08
  some
• 11:09
  metrics
• 11:09
  around
• 11:09
  that
• 11:09
  it's
• 11:09
  easy,
• 11:10
  say
• 11:11
  pay
• 11:11
  per
• 11:11
  click,
• 11:11
  you
• 11:12
  know,
• 11:12
  and,
• 11:12
  and
• 11:13
  you
• 11:13
  can
• 11:13
  churn
• 11:14
  through
• 11:14
  cash
• 11:15
  and,
• 11:16
  and
• 11:16
  just
• 11:16
  be
• 11:16
  trading
• 11:17
  dollars
• 11:18
  for
• 11:18
  dollars.
• 11:18
  You
• 11:19
  know,
• 11:19
  you
• 11:19
  turn
• 11:19
  on
• 11:19
  the
• 11:20
  paper,
• 11:20
  click,
• 11:20
  and
• 11:20
  all
• 11:20
  of
• 11:20
  a
• 11:21
  sudden
• 11:21
  your
• 11:21
  volume
• 11:21
  goes
• 11:22
  up.
• 11:22
  That's
• 11:22
  great.
• 11:23
  You
• 11:23
  turn
• 11:23
  off
• 11:23
  the
• 11:23
  pay
• 11:23
  per
• 11:23
  click,
• 11:24
  your
• 11:24
  volume
• 11:24
  goes
• 11:24
  down
• 11:25
  and
• 11:25
  all
• 11:25
  you're
• 11:26
  doing
• 11:26
  is
• 11:26
  trading
• 11:26
  a
• 11:26
  dollar
• 11:27
  for
• 11:27
  a
• 11:27
  dollar.
• 11:27
  And
• 11:27
  that's,
• 11:27
  that's
• 11:28
  not
• 11:28
  profitable.
• 11:29
  So
• 11:29
  having
• 11:29
  a
• 11:30
  very
• 11:30
  disciplined
• 11:31
  plan,
• 11:31
  I
• 11:31
  think
• 11:32
  even
• 11:33
  if
• 11:33
  it's,
• 11:33
  even
• 11:33
  if
• 11:33
  it's
• 11:34
  six
• 11:34
  months
• 11:34
  at
• 11:34
  a
• 11:34
  time,
• 11:35
  but
• 11:36
  put
• 11:36
  something
• 11:37
  in
• 11:37
  place
• 11:37
  to
• 11:37
  hold
• 11:38
  yourself
• 11:38
  accountable
• 11:39
  and
• 11:40
  that's
• 11:40
  probably
• 11:40
  what
• 11:41
  Michelle
• 11:41
  is
• 11:41
  doing,
• 11:42
  is
• 11:42
  holding
• 11:42
  you
• 11:42
  accountable.
• 11:43
  Oh
• 11:44
  yes.
• 11:44
  And
• 11:45
  you
• 11:45
  know,
• 11:46
  and
• 11:46
  along
• 11:46
  with
• 11:46
  that,
• 11:47
  you
• 11:47
  know,
• 11:47
  it's
• 11:48
  not
• 11:48
  just
• 11:48
  marketing,
• 11:48
  it's,
• 11:49
  it's
• 11:49
  inventory.
• 11:50
  It's,
• 11:50
  it's
• 11:51
  all
• 11:51
  the
• 11:51
  pieces
• 11:51
  of
• 11:51
  your
• 11:52
  business.
• 11:52
  What
• 11:53
  are
• 11:53
  you
• 11:53
  willing
• 11:53
  to
• 11:53
  spend
• 11:54
  on
• 11:54
  and
• 11:54
  what
• 11:55
  return
• 11:55
  do
• 11:55
  you
• 11:55
  need
• 11:55
  to
• 11:56
  see
• 11:56
  before
• 11:57
  you
• 11:57
  spend
• 11:57
  more
• 11:57
  in
• 11:58
  that
• 11:58
  area?
• 11:58
  So
• 11:59
  it's,
• 11:59
  it's
• 12:00
  just
• 12:00
  so
• 12:00
  easy
• 12:01
  to
• 12:02
  be
• 12:02
  excited
• 12:03
  by,
• 12:03
  by
• 12:04
  something
• 12:04
  that
• 12:04
  promises
• 12:05
  volume.
• 12:06
  You
• 12:06
  know,
• 12:07
  Amazon's
• 12:08
  a
• 12:08
  prime
• 12:08
  example
• 12:08
  as
• 12:08
  well.
• 12:09
  Volume
• 12:10
  recognition,
• 12:10
  getting
• 12:11
  brand
• 12:11
  out
• 12:11
  there,
• 12:11
  it's
• 12:11
  great.
• 12:12
  But
• 12:12
  there's
• 12:12
  a
• 12:12
  lot
• 12:12
  of
• 12:13
  fees
• 12:13
  that
• 12:13
  go
• 12:13
  along
• 12:13
  with
• 12:14
  that
• 12:14
  too.
• 12:14
  So
• 12:15
  make
• 12:15
  sure
• 12:15
  you
• 12:15
  understand
• 12:16
  the
• 12:16
  margin
• 12:16
  that
• 12:16
  you,
• 12:17
  you
• 12:17
  are
• 12:17
  getting
• 12:18
  out
• 12:18
  of
• 12:18
  any
• 12:18
  given
• 12:19
  avenue
• 12:19
  that
• 12:19
  you're
• 12:19
  going
• 12:20
  down,
• 12:20
  whether
• 12:20
  it's,
• 12:21
  it's
• 12:21
  A
• 12:21
  pay
• 12:22
  per
• 12:22
  click
• 12:22
  kind
• 12:22
  of
• 12:22
  marketing
• 12:23
  type
• 12:23
  of
• 12:23
  thing,
• 12:23
  or
• 12:23
  if
• 12:24
  it's
• 12:24
  Amazon
• 12:25
  or,
• 12:25
  or
• 12:25
  any
• 12:25
  other
• 12:25
  avenue.
• 12:26
  Yeah.
• 12:27
  The
• 12:28
  beautiful
• 12:28
  thing
• 12:28
  about
• 12:28
  E.
• 12:29
  Comm
• 12:29
  is
• 12:29
  you
• 12:30
  aren't
• 12:30
  tied
• 12:30
  to
• 12:31
  a
• 12:31
  physical
• 12:31
  location
• 12:32
  and
• 12:32
  to
• 12:32
  people
• 12:32
  who
• 12:33
  can
• 12:33
  get
• 12:33
  to
• 12:33
  that
• 12:33
  physical
• 12:34
  location.
• 12:35
  The
• 12:35
  tough
• 12:35
  part
• 12:35
  is
• 12:36
  it's
• 12:36
  a
• 12:36
  very,
• 12:37
  very
• 12:37
  crowded
• 12:38
  market,
• 12:38
  as
• 12:38
  you
• 12:39
  well
• 12:39
  know.
• 12:39
  And
• 12:40
  so
• 12:40
  trying
• 12:40
  to
• 12:41
  get
• 12:41
  your,
• 12:41
  your
• 12:42
  brand
• 12:43
  or
• 12:43
  your
• 12:43
  recognition
• 12:44
  out
• 12:44
  there
• 12:44
  is
• 12:44
  tough
• 12:45
  and
• 12:45
  getting
• 12:45
  people's
• 12:45
  attention
• 12:46
  is
• 12:46
  tough,
• 12:47
  but
• 12:48
  having
• 12:48
  a
• 12:48
  disciplined
• 12:49
  approach
• 12:50
  to
• 12:51
  the
• 12:51
  cash
• 12:52
  and
• 12:52
  what
• 12:52
  you're
• 12:53
  trying
• 12:53
  to
• 12:53
  accomplish
• 12:54
  is
• 12:54
  I
• 12:54
  think,
• 12:55
  really
• 12:55
  key.
• 12:56
  And
• 12:56
  this
• 12:57
  is
• 12:57
  actually
• 12:57
  where
• 12:59
  for
• 12:59
  me,
• 12:59
  Michelle,
• 13:00
  makes
• 13:00
  a
• 13:00
  big
• 13:00
  difference.
• 13:01
  And
• 13:01
  I
• 13:01
  think
• 13:01
  I
• 13:01
  can
• 13:02
  see
• 13:02
  where
• 13:02
  you
• 13:03
  would
• 13:03
  help
• 13:04
  businesses,
• 13:04
  Jodi,
• 13:05
  in
• 13:05
  that
• 13:05
  sense
• 13:05
  because
• 13:06
  I
• 13:07
  think
• 13:07
  as
• 13:07
  entrepreneurs
• 13:07
  we
• 13:08
  tend
• 13:08
  to
• 13:08
  be
• 13:08
  overly
• 13:09
  optimistic.
• 13:11
  We
• 13:11
  hate
• 13:11
  the
• 13:11
  word
• 13:12
  discipline
• 13:14
  and
• 13:15
  to
• 13:15
  be
• 13:15
  fair,
• 13:15
  we're
• 13:15
  not
• 13:15
  big
• 13:16
  fans
• 13:16
  of
• 13:16
  the
• 13:16
  word
• 13:16
  plan
• 13:17
  either.
• 13:18
  And
• 13:18
  so
• 13:19
  it's,
• 13:19
  it's
• 13:19
  one
• 13:20
  of
• 13:20
  those
• 13:20
  things
• 13:20
  where
• 13:24
  there's
• 13:24
  a
• 13:24
  sort
• 13:24
  of
• 13:24
  standing
• 13:25
  joke
• 13:25
  in
• 13:25
  our
• 13:25
  office.
• 13:26
  You
• 13:26
  know,
• 13:26
  if
• 13:26
  I,
• 13:27
  if
• 13:27
  I
• 13:27
  think
• 13:27
  something
• 13:28
  needs
• 13:28
  to
• 13:28
  be
• 13:28
  done,
• 13:28
  for
• 13:29
  example,
• 13:29
  on
• 13:29
  the
• 13:29
  website,
• 13:29
  I
• 13:29
  would
• 13:29
  say
• 13:30
  to
• 13:30
  the
• 13:30
  guys,
• 13:30
  oh,
• 13:30
  this
• 13:30
  will
• 13:30
  only
• 13:30
  take
• 13:31
  10
• 13:31
  minutes,
• 13:31
  won't
• 13:31
  it?
• 13:31
  And
• 13:31
  they
• 13:32
  laugh
• 13:32
  at
• 13:32
  me,
• 13:32
  go,
• 13:32
  no,
• 13:32
  man,
• 13:32
  it's
• 13:33
  10
• 13:33
  week
• 13:33
  development.
• 13:33
  What
• 13:34
  are
• 13:34
  you
• 13:34
  talking
• 13:34
  about?
• 13:35
  Because
• 13:36
  I'm
• 13:37
  overly
• 13:37
  optimistic
• 13:38
  and
• 13:38
  I
• 13:39
  expect
• 13:39
  to
• 13:40
  make
• 13:40
  more
• 13:40
  money
• 13:41
  quicker
• 13:41
  and
• 13:42
  easier
• 13:42
  than
• 13:42
  it's
• 13:42
  actually
• 13:43
  going
• 13:43
  to
• 13:43
  be
• 13:43
  and
• 13:43
  spend
• 13:44
  less
• 13:44
  money
• 13:44
  than
• 13:44
  I'm
• 13:45
  actually
• 13:45
  going
• 13:45
  to
• 13:45
  spend.
• 13:46
  Exactly.
• 13:46
  And
• 13:46
  I
• 13:47
  get
• 13:47
  very
• 13:47
  frustrated
• 13:48
  when
• 13:48
  that
• 13:48
  doesn't
• 13:48
  happen
• 13:49
  because
• 13:49
  in
• 13:49
  my
• 13:49
  head
• 13:50
  it
• 13:50
  was,
• 13:50
  it
• 13:50
  was
• 13:50
  entirely
• 13:51
  fine
• 13:51
  and
• 13:51
  should
• 13:52
  have
• 13:52
  totally
• 13:52
  worked.
• 13:53
  Exactly.
• 13:54
  And
• 13:54
  I
• 13:54
  think
• 13:54
  that's
• 13:55
  where
• 13:55
  the
• 13:55
  planning
• 13:55
  comes
• 13:56
  in.
• 13:56
  Right.
• 13:56
  Is
• 13:57
  asking
• 13:57
  those
• 13:58
  questions,
• 13:58
  how
• 13:58
  much
• 13:59
  development
• 13:59
  does
• 14:00
  that
• 14:00
  take?
• 14:00
  Because
• 14:01
  once
• 14:01
  again,
• 14:01
  that's
• 14:02
  a
• 14:02
  sunk
• 14:02
  cost,
• 14:03
  then
• 14:03
  once
• 14:03
  you've
• 14:04
  spent
• 14:04
  that
• 14:04
  money,
• 14:05
  you
• 14:05
  know,
• 14:06
  there's
• 14:06
  no
• 14:06
  turning
• 14:07
  back.
• 14:07
  And
• 14:07
  once
• 14:08
  you've
• 14:08
  said
• 14:08
  to
• 14:08
  someone,
• 14:09
  okay,
• 14:09
  develop
• 14:09
  that,
• 14:10
  understand
• 14:10
  what
• 14:11
  that
• 14:11
  timeline
• 14:11
  looks
• 14:12
  like,
• 14:12
  understand
• 14:12
  what
• 14:13
  the,
• 14:13
  what
• 14:13
  the
• 14:14
  cost
• 14:14
  is
• 14:14
  going
• 14:14
  to
• 14:14
  be
• 14:15
  and
• 14:15
  understand
• 14:15
  that
• 14:16
  if
• 14:16
  they
• 14:16
  say
• 14:17
  10
• 14:17
  weeks,
• 14:17
  could
• 14:17
  be
• 14:17
  12,
• 14:18
  could
• 14:19
  be
• 14:19
  14,
• 14:19
  and
• 14:20
  you're
• 14:20
  paying
• 14:20
  for
• 14:20
  every
• 14:20
  week
• 14:21
  of
• 14:21
  that.
• 14:21
  So
• 14:22
  make
• 14:22
  sure
• 14:22
  that
• 14:22
  whatever
• 14:23
  you're
• 14:23
  asking
• 14:24
  for,
• 14:24
  you
• 14:25
  know,
• 14:25
  what
• 14:26
  you
• 14:26
  expect
• 14:26
  to
• 14:27
  get
• 14:27
  in
• 14:27
  return
• 14:27
  for
• 14:28
  that.
• 14:28
  How
• 14:28
  much
• 14:28
  will
• 14:28
  that
• 14:29
  increase
• 14:29
  your
• 14:29
  sales?
• 14:30
  What
• 14:30
  do
• 14:30
  you
• 14:30
  think?
• 14:30
  And,
• 14:31
  and
• 14:31
  then
• 14:31
  measure
• 14:31
  it
• 14:32
  because
• 14:33
  it's
• 14:33
  easy
• 14:33
  to,
• 14:33
  you
• 14:34
  know,
• 14:34
  get
• 14:34
  excited
• 14:35
  about,
• 14:35
  like
• 14:35
  I
• 14:35
  said,
• 14:36
  the
• 14:36
  bright,
• 14:36
  sparkly,
• 14:37
  shiny
• 14:37
  object
• 14:38
  out
• 14:38
  there.
• 14:38
  And
• 14:38
  let's
• 14:38
  do
• 14:38
  that.
• 14:39
  And
• 14:39
  I'm
• 14:39
  sure
• 14:40
  that
• 14:40
  will
• 14:40
  work.
• 14:41
  But
• 14:42
  not
• 14:42
  understanding
• 14:43
  how
• 14:43
  much
• 14:43
  you
• 14:43
  need
• 14:44
  to
• 14:44
  get
• 14:44
  back
• 14:45
  out
• 14:45
  of
• 14:45
  that
• 14:45
  investment
• 14:46
  in
• 14:46
  order
• 14:46
  to
• 14:47
  make,
• 14:47
  make
• 14:48
  sure
• 14:48
  that
• 14:48
  you're
• 14:49
  not
• 14:49
  on,
• 14:49
  you
• 14:49
  know,
• 14:50
  in
• 14:50
  the
• 14:50
  Red
• 14:51
  at
• 14:51
  the
• 14:51
  end
• 14:51
  of
• 14:51
  the
• 14:51
  day.
• 14:52
  Yeah,
• 14:53
  it's,
• 14:53
  it's
• 14:54
  super,
• 14:54
  super.
• 14:55
  I
• 14:55
  mean,
• 14:55
  I'm
• 14:55
  thinking
• 14:56
  of,
• 14:56
  you
• 14:56
  know,
• 14:56
  all
• 14:57
  kinds
• 14:57
  of
• 14:57
  things
• 14:57
  we've
• 14:57
  tried
• 14:58
  over
• 14:58
  the
• 14:58
  years.
• 14:58
  And
• 14:59
  eventually
• 14:59
  Michelle
• 15:00
  comes
• 15:00
  to
• 15:00
  me
• 15:00
  and
• 15:00
  says,
• 15:00
  do
• 15:00
  you
• 15:00
  know
• 15:01
  that
• 15:01
  this
• 15:01
  has
• 15:01
  cost
• 15:01
  this
• 15:02
  much
• 15:02
  money?
• 15:02
  I'm
• 15:02
  like,
• 15:02
  holy
• 15:03
  cow.
• 15:03
  And
• 15:04
  if
• 15:04
  somebody
• 15:04
  would
• 15:04
  have
• 15:04
  said
• 15:04
  to
• 15:05
  me
• 15:05
  at
• 15:05
  the
• 15:05
  start,
• 15:06
  Matt,
• 15:07
  this
• 15:07
  great
• 15:08
  idea,
• 15:08
  but
• 15:08
  you
• 15:08
  know,
• 15:08
  you're
• 15:09
  going
• 15:09
  to
• 15:09
  invest
• 15:10
  50
• 15:10
  grand
• 15:11
  into
• 15:11
  that
• 15:11
  or
• 15:11
  100
• 15:11
  grand
• 15:13
  and
• 15:13
  it's
• 15:13
  probably
• 15:14
  not
• 15:14
  going
• 15:14
  to
• 15:14
  go
• 15:14
  anywhere,
• 15:14
  then
• 15:15
  I
• 15:15
  would
• 15:15
  have
• 15:15
  gone
• 15:15
  at
• 15:15
  the
• 15:15
  start
• 15:16
  wise,
• 15:16
  probably.
• 15:16
  Let's
• 15:17
  not
• 15:17
  do
• 15:17
  it
• 15:17
  then,
• 15:17
  you
• 15:18
  know,
• 15:18
  but
• 15:19
  again,
• 15:19
  it's
• 15:19
  getting
• 15:20
  through
• 15:20
  that.
• 15:21
  I
• 15:21
  think
• 15:22
  entrepreneurs
• 15:22
  are
• 15:22
  a
• 15:23
  brilliant
• 15:23
  breed
• 15:23
  of
• 15:23
  people,
• 15:24
  but
• 15:24
  there
• 15:24
  is
• 15:24
  this
• 15:25
  belief
• 15:25
  that
• 15:26
  everything
• 15:26
  they
• 15:26
  do
• 15:26
  and
• 15:26
  everything
• 15:27
  they
• 15:27
  touch
• 15:27
  is
• 15:28
  going
• 15:28
  to
• 15:28
  turn
• 15:28
  to
• 15:28
  gold.
• 15:28
  At
• 15:29
  least,
• 15:29
  you
• 15:29
  know,
• 15:30
  I've,
• 15:31
  I
• 15:31
  can
• 15:31
  give
• 15:31
  you
• 15:32
  more,
• 15:32
  more
• 15:32
  failures
• 15:33
  than
• 15:33
  I
• 15:33
  can
• 15:33
  successes
• 15:34
  because
• 15:34
  I've
• 15:34
  had
• 15:34
  that
• 15:35
  belief,
• 15:35
  you
• 15:35
  know,
• 15:36
  and
• 15:37
  so
• 15:37
  I
• 15:37
  find
• 15:37
  the
• 15:38
  whole
• 15:38
  thing
• 15:38
  fascinating.
• 15:38
  So
• 15:38
  what
• 15:39
  are
• 15:39
  some
• 15:39
  of
• 15:39
  the
• 15:39
  key,
• 15:42
  some
• 15:42
  of
• 15:42
  the
• 15:42
  key
• 15:43
  metrics
• 15:44
  then
• 15:44
  as
• 15:45
  an
• 15:45
  entrepreneur
• 15:46
  that
• 15:46
  I
• 15:46
  should
• 15:46
  be
• 15:47
  thinking
• 15:47
  about
• 15:47
  where
• 15:48
  the
• 15:48
  business
• 15:48
  is
• 15:48
  concerned
• 15:49
  in
• 15:49
  terms
• 15:49
  of
• 15:49
  when
• 15:49
  I'm
• 15:49
  thinking
• 15:50
  about
• 15:50
  a
• 15:50
  plan.
• 15:51
  What,
• 15:52
  what
• 15:52
  do
• 15:52
  I
• 15:52
  really
• 15:52
  need
• 15:53
  to
• 15:53
  start
• 15:53
  paying
• 15:53
  attention
• 15:53
  to?
• 15:55
  Well,
• 15:55
  I
• 15:55
  think
• 15:55
  first,
• 15:56
  and
• 15:57
  everyone's
• 15:57
  different
• 15:58
  because
• 15:58
  there's
• 15:58
  different
• 15:59
  products,
• 15:59
  there's
• 16:00
  different
• 16:00
  reasons,
• 16:01
  you
• 16:01
  know,
• 16:01
  there's
• 16:01
  different
• 16:02
  services,
• 16:02
  whatever
• 16:02
  it
• 16:02
  may
• 16:03
  be.
• 16:03
  But
• 16:03
  I
• 16:04
  think
• 16:04
  realistically
• 16:06
  determining,
• 16:06
  and
• 16:07
  I
• 16:07
  do
• 16:07
  this
• 16:07
  all
• 16:07
  the
• 16:07
  time
• 16:08
  with
• 16:08
  folks
• 16:09
  coming
• 16:10
  up
• 16:10
  with
• 16:11
  how
• 16:12
  does
• 16:12
  your
• 16:12
  revenue
• 16:13
  get
• 16:13
  built?
• 16:14
  Is
• 16:14
  it
• 16:14
  on
• 16:14
  a
• 16:15
  per
• 16:15
  item
• 16:16
  basis?
• 16:16
  Is
• 16:17
  it
• 16:17
  on
• 16:18
  their
• 16:18
  services
• 16:19
  that
• 16:19
  people
• 16:19
  offer?
• 16:21
  There's
• 16:22
  whatever
• 16:22
  that
• 16:22
  is,
• 16:23
  build
• 16:23
  it
• 16:24
  based
• 16:24
  on.
• 16:25
  Build
• 16:25
  your
• 16:26
  revenue
• 16:26
  projection.
• 16:27
  Okay,
• 16:28
  if
• 16:28
  I'm
• 16:28
  going
• 16:29
  to
• 16:29
  make
• 16:29
  $100,000,
• 16:31
  I'm
• 16:31
  making
• 16:31
  this
• 16:31
  up
• 16:32
  this
• 16:33
  month.
• 16:33
  How
• 16:34
  many
• 16:35
  things
• 16:36
  do
• 16:36
  I
• 16:36
  need
• 16:36
  to
• 16:36
  sell?
• 16:37
  How
• 16:37
  many
• 16:38
  per
• 16:38
  day
• 16:38
  do
• 16:39
  I
• 16:39
  need
• 16:39
  to
• 16:39
  sell?
• 16:39
  How
• 16:39
  many
• 16:40
  per
• 16:40
  week
• 16:40
  do
• 16:40
  I.
• 16:40
  And
• 16:41
  then
• 16:41
  track
• 16:41
  it
• 16:42
  and
• 16:42
  understand
• 16:42
  that
• 16:43
  okay,
• 16:43
  I'm
• 16:43
  behind
• 16:44
  or
• 16:44
  I'm
• 16:44
  ahead.
• 16:45
  Great.
• 16:45
  And,
• 16:46
  and
• 16:46
  don't
• 16:46
  just
• 16:46
  say,
• 16:46
  oh
• 16:47
  well
• 16:47
  then
• 16:47
  take
• 16:47
  the
• 16:47
  foot
• 16:47
  off
• 16:47
  the
• 16:48
  gas.
• 16:48
  No.
• 16:49
  Okay,
• 16:49
  great.
• 16:49
  If
• 16:49
  you're
• 16:50
  ahead,
• 16:50
  what
• 16:51
  have
• 16:51
  you
• 16:51
  been
• 16:51
  doing
• 16:51
  to
• 16:51
  make
• 16:52
  you
• 16:52
  yourself
• 16:52
  ahead
• 16:53
  of
• 16:53
  that
• 16:53
  plan?
• 16:54
  I
• 16:55
  worked
• 16:55
  with
• 16:55
  somebody
• 16:55
  that
• 16:56
  they
• 16:56
  had
• 16:56
  several
• 16:56
  different
• 16:57
  avenues
• 16:57
  or
• 16:58
  channels
• 16:58
  for,
• 16:59
  for
• 16:59
  revenue.
• 17:00
  Okay,
• 17:00
  let's
• 17:00
  build
• 17:01
  that.
• 17:01
  Let's,
• 17:01
  let's
• 17:02
  make
• 17:02
  the
• 17:02
  assumptions
• 17:03
  and
• 17:03
  understand
• 17:05
  what
• 17:06
  those
• 17:06
  assumptions
• 17:07
  and
• 17:07
  test
• 17:07
  those
• 17:08
  assumptions.
• 17:08
  What
• 17:09
  if
• 17:09
  I
• 17:09
  don't
• 17:09
  make
• 17:10
  10,
• 17:11
  10
• 17:11
  sales
• 17:11
  a
• 17:12
  day?
• 17:12
  What
• 17:12
  if
• 17:12
  I
• 17:12
  only
• 17:12
  make
• 17:12
  two?
• 17:13
  And
• 17:14
  where,
• 17:14
  where
• 17:15
  does
• 17:15
  that
• 17:15
  leave
• 17:15
  me
• 17:15
  then?
• 17:16
  Because
• 17:16
  you
• 17:16
  probably
• 17:16
  have
• 17:17
  some
• 17:17
  infrastructure
• 17:17
  costs
• 17:18
  that
• 17:18
  you're
• 17:18
  paying
• 17:18
  for.
• 17:19
  So
• 17:20
  where,
• 17:20
  where
• 17:20
  am
• 17:21
  I
• 17:21
  at
• 17:21
  the
• 17:21
  end
• 17:21
  Of
• 17:21
  a
• 17:21
  month,
• 17:22
  two
• 17:23
  months,
• 17:23
  six
• 17:23
  months,
• 17:23
  a
• 17:24
  year.
• 17:24
  And
• 17:25
  understand
• 17:26
  that
• 17:26
  you,
• 17:26
  you
• 17:27
  need
• 17:27
  to
• 17:27
  watch
• 17:27
  that
• 17:28
  so
• 17:28
  you
• 17:28
  can
• 17:28
  course
• 17:28
  correct
• 17:29
  if,
• 17:30
  if
• 17:30
  you're.
• 17:30
  If
• 17:31
  you
• 17:31
  find
• 17:31
  yourself
• 17:31
  in
• 17:31
  the
• 17:31
  fortunate
• 17:32
  place
• 17:32
  of,
• 17:32
  of
• 17:33
  being
• 17:33
  over
• 17:34
  your,
• 17:34
  Your
• 17:34
  plan,
• 17:35
  which
• 17:35
  I
• 17:36
  have
• 17:36
  to
• 17:36
  say,
• 17:37
  especially
• 17:37
  starting
• 17:37
  out,
• 17:38
  most
• 17:38
  entrepreneurs
• 17:38
  don't
• 17:39
  find
• 17:39
  themselves
• 17:39
  in
• 17:39
  that,
• 17:40
  but
• 17:40
  have
• 17:41
  planned
• 17:41
  for
• 17:41
  the
• 17:41
  downside,
• 17:42
  have
• 17:42
  a
• 17:42
  plan
• 17:43
  for
• 17:43
  how
• 17:43
  long
• 17:43
  can
• 17:44
  I
• 17:44
  keep
• 17:44
  going
• 17:45
  if
• 17:45
  I,
• 17:45
  if
• 17:45
  I'm
• 17:46
  at
• 17:46
  half
• 17:46
  of
• 17:47
  what
• 17:47
  I'm.
• 17:47
  What
• 17:47
  I'm
• 17:48
  projecting.
• 17:48
  Because
• 17:48
  to
• 17:49
  your
• 17:49
  point,
• 17:50
  that's
• 17:50
  why
• 17:50
  they're
• 17:51
  entrepreneurs.
• 17:51
  They're
• 17:52
  eternally
• 17:52
  optimistic.
• 17:54
  Fabulous,
• 17:54
  that's
• 17:54
  great.
• 17:55
  But
• 17:55
  understand
• 17:56
  what
• 17:56
  your
• 17:56
  backstop
• 17:57
  is
• 17:58
  if
• 17:58
  you
• 17:58
  don't
• 17:58
  hit
• 17:59
  that
• 17:59
  and
• 18:00
  how
• 18:00
  long
• 18:00
  you
• 18:00
  are
• 18:01
  willing
• 18:01
  to
• 18:01
  invest
• 18:02
  and
• 18:02
  not
• 18:03
  find
• 18:03
  out
• 18:03
  eight
• 18:04
  months
• 18:04
  later.
• 18:04
  Wow.
• 18:05
  I
• 18:05
  didn't
• 18:05
  realize
• 18:06
  that
• 18:06
  much
• 18:06
  money
• 18:06
  was
• 18:07
  being
• 18:07
  drained
• 18:07
  out
• 18:07
  of
• 18:07
  my
• 18:08
  account.
• 18:09
  Yeah.
• 18:09
  So
• 18:10
  watch.
• 18:11
  And
• 18:12
  there's
• 18:12
  other
• 18:13
  metrics,
• 18:13
  you
• 18:13
  know,
• 18:13
  inventory,
• 18:13
  turn,
• 18:14
  whatever
• 18:14
  it
• 18:14
  may
• 18:14
  be.
• 18:14
  But
• 18:15
  I
• 18:15
  think
• 18:15
  the
• 18:15
  first
• 18:16
  thing
• 18:16
  is
• 18:16
  build
• 18:16
  your
• 18:17
  revenue
• 18:17
  plan
• 18:18
  and
• 18:18
  understand
• 18:19
  what
• 18:19
  the
• 18:19
  drivers
• 18:19
  are
• 18:20
  of
• 18:20
  that
• 18:20
  revenue.
• 18:21
  That's
• 18:22
  such
• 18:22
  an
• 18:22
  important
• 18:22
  thing,
• 18:23
  isn't
• 18:23
  it?
• 18:23
  Because
• 18:23
  I,
• 18:24
  I
• 18:24
  think
• 18:24
  there's
• 18:25
  two
• 18:25
  questions
• 18:28
  that
• 18:28
  are
• 18:29
  very
• 18:29
  hard
• 18:29
  to
• 18:29
  answer
• 18:31
  in,
• 18:32
  in
• 18:32
  all
• 18:32
  of
• 18:32
  this.
• 18:33
  Number
• 18:34
  one,
• 18:34
  I
• 18:34
  love
• 18:35
  this
• 18:35
  plan
• 18:35
  for
• 18:35
  the
• 18:35
  downside.
• 18:36
  I
• 18:36
  don't
• 18:36
  know
• 18:36
  if
• 18:36
  you've
• 18:36
  ever
• 18:36
  read
• 18:36
  the.
• 18:37
  Not
• 18:37
  the
• 18:37
  Jack
• 18:37
  Reacher
• 18:38
  novels
• 18:38
  by
• 18:38
  Lee
• 18:38
  Childs.
• 18:40
  Love
• 18:40
  Jack
• 18:40
  Reacher.
• 18:41
  I
• 18:41
  just
• 18:41
  want
• 18:41
  to.
• 18:42
  If
• 18:42
  you've
• 18:42
  not
• 18:42
  read
• 18:42
  Jack
• 18:43
  Reacher,
• 18:43
  what,
• 18:43
  Just
• 18:44
  go
• 18:44
  and
• 18:44
  read
• 18:44
  Jack
• 18:44
  Reacher?
• 18:45
  Just.
• 18:45
  Everybody
• 18:45
  needs
• 18:45
  a
• 18:46
  bit
• 18:46
  of
• 18:46
  Jack
• 18:46
  in
• 18:46
  their
• 18:46
  life,
• 18:46
  I
• 18:47
  feel.
• 18:48
  Um,
• 18:48
  but
• 18:49
  there's
• 18:49
  this
• 18:49
  saying,
• 18:49
  and
• 18:50
  I
• 18:50
  dare
• 18:50
  say
• 18:50
  he's
• 18:50
  ripped
• 18:51
  it
• 18:51
  off
• 18:51
  from
• 18:51
  somewhere.
• 18:51
  But
• 18:52
  there's
• 18:52
  this
• 18:52
  saying
• 18:52
  that
• 18:52
  Jack
• 18:53
  Reacher
• 18:53
  has.
• 18:53
  Isn't
• 18:53
  it
• 18:54
  planned
• 18:54
  for
• 18:54
  the.
• 18:54
  Was
• 18:55
  it
• 18:55
  hope
• 18:55
  for
• 18:55
  the
• 18:55
  best,
• 18:55
  plan
• 18:56
  for
• 18:56
  the
• 18:56
  worst?
• 18:57
  And
• 18:58
  I,
• 18:59
  I
• 18:59
  think
• 19:01
  it's
• 19:02
  taken
• 19:02
  me
• 19:03
  a
• 19:03
  long
• 19:04
  time
• 19:04
  as
• 19:05
  an
• 19:05
  entrepreneur
• 19:05
  to
• 19:05
  go.
• 19:06
  Actually,
• 19:06
  that's
• 19:06
  quite
• 19:06
  a
• 19:06
  sensible
• 19:07
  thing
• 19:07
  to
• 19:07
  do.
• 19:08
  Is
• 19:08
  to
• 19:08
  go.
• 19:09
  Is
• 19:09
  to.
• 19:09
  Is
• 19:09
  to
• 19:09
  do
• 19:09
  this
• 19:10
  plan.
• 19:10
  The
• 19:10
  plan
• 19:10
  for
• 19:10
  the
• 19:11
  downside.
• 19:11
  What
• 19:11
  happens
• 19:11
  if
• 19:11
  we're
• 19:11
  gonna
• 19:12
  get
• 19:12
  half
• 19:12
  the
• 19:12
  sales
• 19:12
  in?
• 19:12
  What
• 19:12
  happens
• 19:13
  if
• 19:13
  we
• 19:13
  don't
• 19:13
  get
• 19:13
  any
• 19:13
  sales
• 19:14
  in?
• 19:14
  What
• 19:14
  happens
• 19:14
  if.
• 19:15
  If.
• 19:15
  Because
• 19:16
  it.
• 19:16
  There's
• 19:17
  a
• 19:17
  big
• 19:17
  question
• 19:17
  that
• 19:18
  I
• 19:18
  get
• 19:18
  asked
• 19:18
  a
• 19:18
  lot
• 19:21
  and
• 19:21
  I
• 19:21
  don't
• 19:21
  know
• 19:21
  if
• 19:22
  there's
• 19:22
  an
• 19:22
  easy
• 19:22
  answer,
• 19:22
  but
• 19:23
  the
• 19:23
  question
• 19:24
  is,
• 19:24
  at
• 19:25
  what
• 19:25
  point
• 19:25
  do
• 19:26
  I
• 19:26
  switch
• 19:26
  everything
• 19:26
  off?
• 19:27
  Exactly
• 19:28
  right.
• 19:29
  At
• 19:29
  what
• 19:29
  point
• 19:29
  do
• 19:29
  I
• 19:29
  say
• 19:30
  enough
• 19:30
  is
• 19:30
  enough?
• 19:32
  You
• 19:32
  know,
• 19:32
  people
• 19:33
  might
• 19:33
  call
• 19:33
  it,
• 19:33
  well,
• 19:33
  at
• 19:33
  what
• 19:33
  point
• 19:34
  do
• 19:34
  I
• 19:34
  say
• 19:34
  that
• 19:34
  I
• 19:34
  failed?
• 19:35
  I
• 19:35
  think
• 19:35
  it's
• 19:36
  probably
• 19:36
  an
• 19:37
  unhelpful
• 19:37
  way
• 19:37
  of
• 19:37
  phrasing
• 19:38
  it,
• 19:38
  but,
• 19:38
  you
• 19:39
  know,
• 19:39
  there's
• 19:39
  this,
• 19:40
  When's
• 19:40
  enough
• 19:41
  enough,
• 19:41
  right.
• 19:43
  I
• 19:43
  Don't
• 19:43
  know
• 19:43
  if
• 19:43
  you've
• 19:43
  got
• 19:43
  any
• 19:44
  insight
• 19:44
  in
• 19:44
  this
• 19:44
  because
• 19:45
  this
• 19:45
  is
• 19:45
  one
• 19:45
  of
• 19:45
  those
• 19:46
  questions
• 19:46
  that
• 19:46
  I
• 19:48
  tend
• 19:48
  to
• 19:48
  come
• 19:48
  across
• 19:49
  businesses
• 19:49
  a
• 19:50
  lot
• 19:51
  at
• 19:51
  the
• 19:52
  moment.
• 19:53
  I
• 19:53
  don't
• 19:53
  know
• 19:53
  if
• 19:53
  you
• 19:54
  know,
• 19:54
  Jodi,
• 19:54
  but
• 19:54
  we're
• 19:54
  in
• 19:54
  the
• 19:54
  acquisition
• 19:55
  space
• 19:55
  as
• 19:55
  well,
• 19:56
  so
• 19:56
  we're
• 19:56
  acquiring
• 19:56
  E
• 19:57
  Commerce
• 19:57
  businesses.
• 19:57
  And
• 19:59
  you
• 19:59
  look
• 19:59
  at
• 19:59
  the
• 20:00
  accounts
• 20:00
  and
• 20:00
  you
• 20:00
  go,
• 20:03
  you
• 20:04
  know,
• 20:05
  there
• 20:06
  was
• 20:06
  a
• 20:06
  point
• 20:06
  you
• 20:06
  should
• 20:06
  have
• 20:07
  stopped
• 20:07
  and
• 20:07
  it
• 20:07
  was
• 20:07
  about
• 20:07
  18
• 20:08
  months
• 20:08
  ago
• 20:09
  is
• 20:10
  the
• 20:10
  truth.
• 20:10
  And
• 20:11
  so
• 20:11
  how
• 20:11
  do
• 20:11
  you
• 20:12
  know
• 20:12
  when
• 20:12
  that
• 20:12
  point
• 20:12
  is?
• 20:13
  Well,
• 20:14
  I
• 20:15
  think
• 20:15
  by
• 20:15
  having
• 20:15
  a
• 20:15
  disciplined
• 20:16
  plan.
• 20:17
  I
• 20:17
  think
• 20:17
  if
• 20:18
  you
• 20:18
  put
• 20:18
  it
• 20:18
  out
• 20:19
  there
• 20:19
  and
• 20:19
  you
• 20:19
  say
• 20:19
  to
• 20:19
  yourself,
• 20:21
  if
• 20:21
  I
• 20:21
  get
• 20:21
  to
• 20:22
  that
• 20:22
  point,
• 20:23
  if
• 20:24
  you
• 20:24
  do
• 20:24
  that
• 20:24
  up
• 20:24
  front,
• 20:25
  if
• 20:25
  I
• 20:25
  get
• 20:25
  to
• 20:25
  that
• 20:25
  point
• 20:26
  and
• 20:26
  we
• 20:27
  still
• 20:27
  haven't
• 20:27
  succeeded
• 20:28
  or
• 20:28
  hit
• 20:29
  the
• 20:29
  marks
• 20:29
  that
• 20:29
  we
• 20:30
  are,
• 20:30
  that
• 20:30
  we
• 20:30
  need
• 20:31
  to
• 20:31
  make,
• 20:32
  I
• 20:33
  will
• 20:33
  shut
• 20:33
  down.
• 20:34
  Because
• 20:35
  I
• 20:35
  think
• 20:36
  that's
• 20:36
  why
• 20:37
  you
• 20:37
  have
• 20:37
  a
• 20:37
  plan.
• 20:37
  Because
• 20:38
  you
• 20:38
  can,
• 20:39
  at
• 20:39
  the
• 20:39
  start,
• 20:41
  you
• 20:41
  can
• 20:42
  pinpoint
• 20:43
  where
• 20:43
  that
• 20:44
  pain
• 20:44
  point
• 20:44
  is,
• 20:44
  that
• 20:45
  you're
• 20:45
  going
• 20:45
  to
• 20:45
  say
• 20:45
  no.
• 20:46
  Because
• 20:47
  if
• 20:47
  you
• 20:47
  keep
• 20:47
  going
• 20:47
  along,
• 20:48
  you
• 20:48
  keep
• 20:48
  telling
• 20:48
  yourself,
• 20:49
  oh,
• 20:50
  it'll
• 20:50
  get
• 20:50
  better
• 20:50
  next
• 20:51
  month.
• 20:51
  I'm
• 20:51
  sure
• 20:52
  next
• 20:52
  month
• 20:52
  will
• 20:52
  be
• 20:52
  better.
• 20:53
  I'm
• 20:53
  sure
• 20:53
  next
• 20:53
  year
• 20:53
  will
• 20:53
  be
• 20:54
  better,
• 20:54
  whatever.
• 20:55
  And
• 20:55
  you
• 20:55
  look
• 20:55
  back
• 20:55
  in
• 20:55
  five
• 20:56
  years
• 20:56
  and
• 20:56
  you
• 20:56
  say,
• 20:57
  why
• 20:57
  didn't
• 20:57
  I
• 20:58
  at
• 20:58
  18
• 20:58
  months
• 20:59
  say
• 21:00
  enough
• 21:01
  to
• 21:01
  your
• 21:01
  point?
• 21:02
  And
• 21:02
  I
• 21:02
  think
• 21:02
  what
• 21:02
  you
• 21:03
  need
• 21:03
  to
• 21:03
  think
• 21:03
  about
• 21:03
  is
• 21:03
  not
• 21:04
  that
• 21:04
  I
• 21:04
  failed,
• 21:05
  but
• 21:05
  now
• 21:05
  I
• 21:06
  could
• 21:06
  use
• 21:06
  my
• 21:06
  resources
• 21:07
  to
• 21:07
  start
• 21:07
  something
• 21:08
  else,
• 21:08
  to
• 21:08
  start
• 21:09
  something
• 21:09
  that
• 21:09
  may
• 21:09
  be
• 21:09
  more
• 21:09
  successful.
• 21:10
  Because
• 21:10
  you,
• 21:10
  you
• 21:11
  see
• 21:11
  people
• 21:11
  all
• 21:11
  the
• 21:11
  time
• 21:12
  that,
• 21:12
  that,
• 21:13
  that
• 21:13
  are
• 21:13
  burnt
• 21:14
  out.
• 21:14
  They,
• 21:15
  they
• 21:15
  feel
• 21:15
  like
• 21:16
  they've
• 21:16
  just
• 21:16
  taken
• 21:17
  this
• 21:17
  thing
• 21:17
  too
• 21:17
  far
• 21:17
  and
• 21:18
  they
• 21:18
  just
• 21:18
  want
• 21:18
  to
• 21:19
  sell
• 21:19
  it
• 21:20
  and
• 21:20
  they're
• 21:20
  going
• 21:20
  to
• 21:20
  sell
• 21:20
  it
• 21:20
  for
• 21:21
  pennies
• 21:21
  on
• 21:21
  what
• 21:21
  they
• 21:22
  probably
• 21:22
  should
• 21:22
  have.
• 21:22
  Yeah.
• 21:23
  Gotten
• 21:23
  for
• 21:24
  it.
• 21:24
  And
• 21:24
  if
• 21:24
  you,
• 21:25
  if
• 21:25
  you
• 21:25
  tell
• 21:25
  yourself,
• 21:26
  look,
• 21:26
  I
• 21:26
  need
• 21:27
  to
• 21:27
  plan
• 21:27
  for
• 21:27
  it
• 21:28
  and
• 21:28
  if
• 21:28
  it
• 21:28
  doesn't
• 21:28
  reach
• 21:29
  that
• 21:29
  I'm
• 21:29
  going
• 21:30
  on
• 21:30
  to
• 21:30
  something
• 21:30
  else
• 21:30
  because
• 21:31
  I'll
• 21:31
  use
• 21:31
  my
• 21:32
  resources
• 21:32
  more
• 21:33
  wisely
• 21:33
  than
• 21:34
  trying
• 21:34
  to
• 21:34
  keep
• 21:34
  something
• 21:34
  going
• 21:35
  that
• 21:35
  clearly
• 21:35
  isn't,
• 21:36
  isn't
• 21:36
  viable
• 21:37
  anymore.
• 21:38
  And
• 21:38
  so
• 21:38
  I
• 21:38
  think
• 21:38
  you
• 21:39
  need
• 21:39
  to
• 21:39
  be,
• 21:40
  be
• 21:40
  very
• 21:40
  honest
• 21:41
  with
• 21:41
  yourself
• 21:41
  about
• 21:42
  what
• 21:42
  that,
• 21:43
  what
• 21:43
  that
• 21:44
  point
• 21:44
  is
• 21:45
  when
• 21:45
  you
• 21:45
  start
• 21:46
  so
• 21:46
  that
• 21:46
  you
• 21:46
  don't
• 21:47
  just
• 21:47
  convince
• 21:48
  yourself
• 21:48
  that
• 21:48
  just
• 21:49
  a
• 21:49
  little
• 21:49
  bit
• 21:49
  more.
• 21:49
  Just
• 21:49
  a
• 21:49
  little
• 21:49
  bit
• 21:50
  more.
• 21:50
  It's
• 21:51
  like
• 21:51
  being
• 21:51
  in
• 21:51
  an
• 21:51
  auction.
• 21:52
  I'll
• 21:52
  just
• 21:52
  go
• 21:52
  a
• 21:52
  little
• 21:52
  bit
• 21:52
  high.
• 21:54
  But
• 21:54
  it's
• 21:54
  very
• 21:55
  true.
• 21:55
  I
• 21:55
  love
• 21:55
  that
• 21:56
  plan.
• 21:56
  For
• 21:56
  when
• 21:56
  your
• 21:56
  exit
• 21:57
  or,
• 21:57
  or
• 21:57
  when
• 21:57
  you
• 21:57
  stop
• 21:58
  in
• 21:58
  your
• 21:58
  plan
• 21:59
  say,
• 21:59
  at
• 22:00
  what
• 22:00
  point
• 22:00
  do
• 22:00
  we
• 22:00
  hit
• 22:00
  the
• 22:00
  brakes?
• 22:01
  And
• 22:01
  this
• 22:02
  is
• 22:02
  where,
• 22:02
  I
• 22:02
  mean,
• 22:02
  listening
• 22:03
  to
• 22:03
  you
• 22:03
  talk,
• 22:03
  actually,
• 22:04
  this
• 22:04
  is
• 22:04
  where
• 22:04
  outside
• 22:05
  accountability
• 22:05
  I
• 22:06
  think
• 22:06
  is
• 22:06
  quite
• 22:06
  helpful.
• 22:08
  Because
• 22:08
  I
• 22:09
  think,
• 22:10
  for
• 22:10
  example,
• 22:11
  if
• 22:11
  I
• 22:11
  said
• 22:11
  to
• 22:11
  my
• 22:12
  wife,
• 22:13
  babe,
• 22:13
  this
• 22:13
  is
• 22:14
  the
• 22:14
  plan
• 22:14
  at
• 22:14
  this
• 22:14
  point,
• 22:14
  I'm
• 22:15
  going
• 22:15
  to
• 22:15
  stop.
• 22:17
  It's
• 22:17
  my
• 22:17
  wife.
• 22:18
  And
• 22:19
  I
• 22:19
  might
• 22:19
  get
• 22:19
  to
• 22:19
  that
• 22:19
  point
• 22:19
  going,
• 22:20
  I
• 22:20
  just
• 22:20
  want
• 22:20
  to
• 22:20
  go
• 22:20
  a
• 22:20
  little
• 22:20
  bit
• 22:21
  further.
• 22:21
  And
• 22:22
  because
• 22:22
  I'm
• 22:23
  jimin,
• 22:23
  she's
• 22:24
  not
• 22:24
  independent,
• 22:26
  she
• 22:26
  may
• 22:26
  not
• 22:27
  want
• 22:27
  the
• 22:27
  argument
• 22:27
  that
• 22:28
  even,
• 22:28
  or
• 22:28
  whatever
• 22:28
  it
• 22:29
  is,
• 22:30
  it's
• 22:30
  probably
• 22:30
  easier
• 22:31
  to
• 22:31
  convince
• 22:31
  Sharon
• 22:32
  to
• 22:32
  say,
• 22:32
  well,
• 22:32
  let's
• 22:32
  just
• 22:33
  keep
• 22:33
  going.
• 22:33
  Whereas
• 22:34
  someone
• 22:34
  on
• 22:34
  the
• 22:34
  outside
• 22:36
  who's
• 22:36
  not
• 22:36
  involved
• 22:37
  in
• 22:37
  the
• 22:37
  emotion
• 22:37
  of
• 22:37
  the
• 22:38
  business
• 22:38
  can
• 22:38
  just
• 22:38
  go,
• 22:39
  no,
• 22:39
  you
• 22:39
  need
• 22:39
  to
• 22:40
  stop,
• 22:40
  dude.
• 22:42
  And
• 22:42
  this
• 22:42
  is
• 22:42
  where
• 22:42
  that
• 22:42
  outside
• 22:43
  accountability
• 22:43
  I
• 22:43
  think
• 22:44
  really
• 22:44
  helps.
• 22:45
  I
• 22:45
  agree,
• 22:46
  I
• 22:46
  agree.
• 22:46
  Having
• 22:47
  someone
• 22:47
  to,
• 22:49
  to
• 22:50
  say,
• 22:51
  look,
• 22:51
  we've
• 22:51
  been
• 22:52
  doing
• 22:52
  this
• 22:52
  for
• 22:52
  two
• 22:53
  years,
• 22:53
  two
• 22:53
  months
• 22:54
  to
• 22:54
  whatever
• 22:55
  it
• 22:55
  is,
• 22:56
  and
• 22:57
  this
• 22:57
  is
• 22:57
  what
• 22:57
  we
• 22:57
  expected
• 22:58
  and
• 22:58
  this
• 22:58
  is
• 22:58
  how
• 22:58
  much
• 22:58
  you've
• 22:59
  invested,
• 23:00
  how
• 23:01
  much
• 23:01
  more
• 23:01
  are
• 23:01
  you
• 23:01
  willing
• 23:01
  to
• 23:01
  invest?
• 23:02
  You
• 23:02
  said
• 23:03
  this
• 23:03
  was,
• 23:03
  this
• 23:03
  was
• 23:03
  your
• 23:04
  drop
• 23:04
  dead.
• 23:05
  And,
• 23:06
  and
• 23:06
  if
• 23:06
  you're
• 23:07
  going
• 23:07
  to
• 23:07
  invest
• 23:07
  more,
• 23:08
  why
• 23:08
  wouldn't
• 23:09
  you
• 23:09
  consider
• 23:09
  where
• 23:10
  you
• 23:10
  might
• 23:10
  get
• 23:10
  a
• 23:10
  better
• 23:11
  return
• 23:12
  than
• 23:12
  something
• 23:13
  that's
• 23:13
  already
• 23:13
  proven
• 23:14
  to
• 23:14
  you
• 23:15
  that
• 23:15
  it
• 23:15
  really
• 23:15
  isn't
• 23:16
  as
• 23:16
  viable
• 23:16
  as
• 23:17
  you
• 23:17
  thought
• 23:17
  it
• 23:17
  was?
• 23:18
  It
• 23:18
  still
• 23:18
  may
• 23:18
  be
• 23:19
  a
• 23:19
  reasonable
• 23:20
  business,
• 23:20
  but
• 23:20
  it's
• 23:20
  not
• 23:20
  what
• 23:21
  you
• 23:21
  need
• 23:21
  it
• 23:21
  to
• 23:21
  be.
• 23:22
  So
• 23:23
  move
• 23:23
  on
• 23:23
  to
• 23:23
  something
• 23:23
  else.
• 23:24
  What
• 23:24
  else
• 23:24
  could
• 23:24
  you
• 23:24
  move
• 23:25
  on
• 23:25
  to?
• 23:26
  And
• 23:28
  I
• 23:28
  think
• 23:28
  that
• 23:29
  conversation
• 23:30
  is
• 23:31
  a
• 23:31
  tough
• 23:31
  conversation,
• 23:32
  but
• 23:33
  it's
• 23:33
  necessary.
• 23:35
  And
• 23:35
  I've
• 23:36
  had
• 23:36
  that
• 23:36
  conversation
• 23:37
  with
• 23:37
  several
• 23:38
  entrepreneurs
• 23:38
  and
• 23:38
  just
• 23:38
  said,
• 23:40
  you
• 23:40
  need
• 23:41
  to
• 23:41
  decide
• 23:41
  really
• 23:42
  what
• 23:42
  you
• 23:42
  want
• 23:42
  this
• 23:42
  to
• 23:43
  be.
• 23:43
  Is
• 23:44
  this,
• 23:44
  is
• 23:44
  this
• 23:44
  a
• 23:44
  hobby?
• 23:45
  And,
• 23:45
  and
• 23:45
  that's
• 23:46
  fine.
• 23:46
  Then
• 23:46
  scale
• 23:47
  it
• 23:47
  back
• 23:47
  and
• 23:47
  make
• 23:48
  it
• 23:48
  viable
• 23:48
  at
• 23:49
  that
• 23:49
  level.
• 23:49
  If
• 23:50
  this
• 23:50
  is
• 23:50
  going
• 23:50
  to
• 23:50
  be
• 23:50
  your
• 23:51
  livelihood
• 23:51
  or
• 23:51
  this
• 23:51
  is
• 23:52
  something
• 23:52
  that,
• 23:52
  you
• 23:52
  know,
• 23:52
  you
• 23:53
  thought
• 23:53
  was
• 23:53
  going
• 23:53
  to
• 23:54
  skyrocket
• 23:54
  and
• 23:55
  it's
• 23:55
  not
• 23:56
  end
• 23:56
  it
• 23:57
  and,
• 23:57
  and
• 23:57
  move
• 23:58
  on
• 23:58
  to
• 23:58
  the
• 23:58
  next.
• 23:59
  Entrepreneurs
• 24:00
  are
• 24:00
  never
• 24:01
  without
• 24:01
  ideas.
• 24:03
  Never.
• 24:05
  They
• 24:06
  have
• 24:06
  an
• 24:06
  idea
• 24:07
  a
• 24:07
  day.
• 24:08
  So
• 24:09
  pick
• 24:10
  one
• 24:10
  of
• 24:10
  your
• 24:10
  other
• 24:10
  ideas
• 24:11
  and
• 24:12
  let's,
• 24:12
  let's,
• 24:12
  let's
• 24:12
  model
• 24:13
  that
• 24:13
  out
• 24:13
  and
• 24:13
  see
• 24:14
  what
• 24:14
  that's
• 24:14
  going
• 24:14
  to
• 24:14
  look
• 24:15
  like.
• 24:15
  Very
• 24:16
  good.
• 24:17
  And
• 24:17
  this
• 24:17
  is
• 24:17
  actually,
• 24:17
  I
• 24:18
  mean,
• 24:18
  I
• 24:18
  mean,
• 24:19
  you
• 24:20
  wouldn't
• 24:20
  have
• 24:20
  no
• 24:20
  idea
• 24:20
  of
• 24:21
  knowing
• 24:21
  this
• 24:21
  about
• 24:22
  us,
• 24:22
  Jodie,
• 24:22
  but
• 24:23
  at
• 24:23
  my
• 24:23
  company
• 24:25
  we
• 24:25
  have
• 24:26
  a
• 24:26
  board
• 24:26
  of
• 24:26
  directors,
• 24:28
  but
• 24:28
  we
• 24:28
  have
• 24:30
  a
• 24:31
  chief
• 24:31
  exec
• 24:32
  of
• 24:32
  the
• 24:32
  board,
• 24:34
  which
• 24:34
  sounds
• 24:34
  very,
• 24:35
  very
• 24:35
  ostentatious
• 24:36
  in
• 24:36
  many
• 24:36
  ways.
• 24:37
  Chief
• 24:37
  exec.
• 24:38
  But
• 24:38
  I,
• 24:39
  I
• 24:39
  recommended
• 24:40
  this
• 24:40
  to
• 24:40
  startups,
• 24:40
  actually.
• 24:41
  You
• 24:41
  get
• 24:41
  a
• 24:41
  chief
• 24:41
  exec
• 24:42
  who's
• 24:42
  not
• 24:42
  connected
• 24:43
  to
• 24:43
  the
• 24:43
  business
• 24:45
  because
• 24:45
  the
• 24:45
  chief
• 24:45
  exec
• 24:46
  is
• 24:46
  the
• 24:46
  one
• 24:46
  that's
• 24:46
  going
• 24:46
  to
• 24:46
  have
• 24:47
  the
• 24:47
  wisdom
• 24:47
  and
• 24:47
  go,
• 24:47
  what
• 24:48
  are
• 24:48
  you
• 24:48
  doing?
• 24:50
  And
• 24:51
  they
• 24:51
  hold
• 24:52
  you
• 24:52
  to
• 24:52
  account.
• 24:53
  And
• 24:53
  I
• 24:53
  really
• 24:53
  value
• 24:53
  that
• 24:54
  relationship
• 24:54
  I
• 24:54
  have
• 24:55
  with
• 24:55
  my
• 24:55
  chief
• 24:55
  exec
• 24:56
  and
• 24:56
  I
• 24:56
  value
• 24:56
  the
• 24:56
  relationship
• 24:57
  I
• 24:57
  have
• 24:57
  with
• 24:57
  the
• 24:57
  board.
• 24:58
  Yes,
• 25:00
  the
• 25:00
  majority
• 25:01
  of
• 25:01
  those
• 25:01
  shares
• 25:01
  belong
• 25:02
  to
• 25:02
  me.
• 25:02
  I
• 25:02
  could
• 25:02
  technically
• 25:03
  say
• 25:03
  this
• 25:03
  is
• 25:03
  my
• 25:03
  company,
• 25:03
  this
• 25:04
  is
• 25:04
  my
• 25:04
  decision.
• 25:05
  But
• 25:05
  I
• 25:05
  found
• 25:06
  as
• 25:06
  I've
• 25:06
  gone
• 25:06
  through
• 25:07
  the
• 25:07
  years,
• 25:07
  actually
• 25:07
  setting
• 25:08
  up
• 25:08
  a
• 25:08
  board
• 25:09
  where
• 25:09
  every
• 25:10
  member
• 25:10
  has
• 25:10
  one
• 25:10
  vote
• 25:11
  regardless
• 25:11
  of
• 25:11
  shareholding
• 25:13
  is
• 25:13
  really
• 25:14
  important.
• 25:14
  And
• 25:14
  actually
• 25:14
  where
• 25:15
  the
• 25:15
  chair
• 25:15
  of
• 25:15
  the
• 25:15
  board
• 25:16
  has
• 25:16
  the
• 25:16
  casting
• 25:17
  vote,
• 25:19
  who's
• 25:20
  independent
• 25:21
  and
• 25:21
  not
• 25:21
  involved
• 25:21
  in
• 25:21
  the
• 25:21
  day
• 25:22
  to
• 25:22
  day.
• 25:23
  And
• 25:24
  Graham,
• 25:25
  who's
• 25:25
  the
• 25:25
  chair
• 25:26
  of
• 25:26
  our
• 25:26
  board,
• 25:26
  he
• 25:26
  thinks
• 25:27
  so
• 25:27
  differently.
• 25:27
  To
• 25:28
  me,
• 25:28
  that
• 25:29
  was
• 25:29
  a
• 25:29
  reason
• 25:29
  why
• 25:29
  I
• 25:29
  said,
• 25:30
  Graham,
• 25:30
  come
• 25:30
  be
• 25:30
  the
• 25:30
  chair
• 25:30
  of
• 25:31
  my
• 25:31
  board
• 25:31
  when
• 25:31
  we
• 25:31
  set
• 25:31
  this
• 25:31
  business
• 25:32
  up,
• 25:32
  because
• 25:33
  he
• 25:33
  just,
• 25:34
  I've
• 25:34
  worked
• 25:34
  with
• 25:34
  him
• 25:35
  on
• 25:35
  other
• 25:35
  things.
• 25:35
  We've
• 25:35
  worked
• 25:36
  as
• 25:36
  trustees
• 25:37
  before
• 25:37
  in
• 25:37
  charity
• 25:38
  together.
• 25:38
  And
• 25:38
  I
• 25:38
  thought
• 25:39
  this,
• 25:39
  he
• 25:39
  would
• 25:39
  be
• 25:39
  a
• 25:39
  great
• 25:40
  chair.
• 25:40
  And
• 25:40
  you
• 25:41
  know,
• 25:41
  and
• 25:41
  I.
• 25:41
  Worth
• 25:42
  every
• 25:42
  penny,
• 25:43
  if
• 25:43
  I'm
• 25:43
  honest
• 25:43
  with
• 25:43
  you,
• 25:44
  Jodi.
• 25:44
  And
• 25:44
  I
• 25:44
  think
• 25:44
  that
• 25:45
  that
• 25:45
  board,
• 25:45
  that
• 25:46
  accountability,
• 25:46
  that
• 25:47
  structure,
• 25:48
  that
• 25:48
  safety
• 25:51
  is,
• 25:52
  is
• 25:52
  paramount.
• 25:52
  Because
• 25:53
  you're
• 25:53
  right,
• 25:53
  I
• 25:53
  have
• 25:53
  100
• 25:54
  good
• 25:54
  ideas.
• 25:54
  And
• 25:54
  the
• 25:54
  problem
• 25:55
  is
• 25:55
  I'll
• 25:55
  start
• 25:55
  on
• 25:55
  this
• 25:55
  idea
• 25:56
  today
• 25:56
  and
• 25:56
  I'll
• 25:56
  get,
• 25:56
  I'll
• 25:56
  be
• 25:57
  bored
• 25:57
  with
• 25:57
  it
• 25:57
  tomorrow.
• 25:57
  So
• 25:58
  I
• 25:58
  want
• 25:58
  to
• 25:58
  do
• 25:58
  this
• 25:58
  idea
• 25:59
  over
• 25:59
  here.
• 25:59
  And
• 26:00
  of
• 26:00
  course
• 26:00
  you
• 26:00
  don't
• 26:00
  get
• 26:00
  a
• 26:00
  chance
• 26:01
  to
• 26:01
  build
• 26:01
  if
• 26:01
  you
• 26:01
  do
• 26:01
  things
• 26:01
  like
• 26:02
  that,
• 26:02
  whereas
• 26:02
  just
• 26:02
  having
• 26:03
  that
• 26:03
  board
• 26:04
  alongside
• 26:04
  you
• 26:05
  can,
• 26:06
  you
• 26:06
  have
• 26:06
  to
• 26:06
  be
• 26:06
  accountable.
• 26:07
  I
• 26:08
  agree.
• 26:08
  I
• 26:08
  think
• 26:08
  it's
• 26:09
  excellent.
• 26:10
  It
• 26:10
  goes
• 26:11
  right
• 26:11
  back
• 26:11
  to
• 26:11
  what
• 26:11
  we
• 26:11
  were
• 26:11
  saying,
• 26:12
  accountability
• 26:12
  and
• 26:13
  having
• 26:13
  that
• 26:13
  third
• 26:14
  party.
• 26:14
  Because
• 26:14
  a
• 26:14
  board
• 26:15
  will
• 26:15
  see
• 26:16
  trends
• 26:16
  over
• 26:16
  time
• 26:17
  that
• 26:17
  someone
• 26:18
  who's
• 26:18
  in
• 26:18
  the
• 26:18
  day
• 26:19
  to
• 26:19
  day
• 26:19
  and
• 26:20
  who's
• 26:20
  just
• 26:20
  grinding
• 26:21
  away
• 26:21
  at
• 26:21
  it,
• 26:22
  they
• 26:22
  won't
• 26:22
  see
• 26:23
  that.
• 26:23
  And
• 26:23
  the
• 26:23
  board
• 26:23
  will
• 26:24
  say,
• 26:24
  wait,
• 26:24
  we
• 26:25
  talked
• 26:25
  about
• 26:25
  this
• 26:25
  last
• 26:26
  May
• 26:27
  and
• 26:27
  here
• 26:27
  we
• 26:27
  are
• 26:28
  and
• 26:28
  it's
• 26:28
  November
• 26:29
  and
• 26:30
  this
• 26:30
  and
• 26:30
  this
• 26:30
  and
• 26:30
  this
• 26:31
  hasn't
• 26:31
  happened
• 26:31
  or
• 26:32
  it
• 26:32
  hasn't
• 26:33
  happened
• 26:33
  the
• 26:33
  way
• 26:34
  we
• 26:34
  think
• 26:34
  it
• 26:34
  should,
• 26:35
  but
• 26:36
  this
• 26:37
  little
• 26:37
  idea
• 26:37
  over
• 26:38
  here
• 26:38
  has,
• 26:38
  has
• 26:38
  done
• 26:39
  very
• 26:39
  well.
• 26:39
  Why
• 26:40
  aren't
• 26:40
  we
• 26:40
  pursuing
• 26:40
  that
• 26:41
  to
• 26:42
  your
• 26:42
  point?
• 26:42
  Well,
• 26:42
  I
• 26:42
  was
• 26:43
  kind
• 26:43
  of
• 26:43
  bored
• 26:43
  with
• 26:43
  that,
• 26:44
  but
• 26:44
  it
• 26:45
  has,
• 26:45
  it
• 26:45
  has
• 26:46
  legs.
• 26:46
  Why
• 26:47
  don't
• 26:47
  we
• 26:47
  pursue
• 26:47
  that?
• 26:48
  And
• 26:48
  so
• 26:48
  I
• 26:49
  think
• 26:49
  they
• 26:50
  can
• 26:50
  step
• 26:50
  back
• 26:50
  and
• 26:51
  see
• 26:51
  that,
• 26:51
  you
• 26:52
  know,
• 26:52
  20,000,
• 26:52
  30,000,
• 26:53
  whatever
• 26:53
  foot
• 26:54
  view
• 26:54
  you
• 26:54
  want
• 26:54
  to,
• 26:54
  you
• 26:55
  want
• 26:55
  to
• 26:55
  use,
• 26:55
  they
• 26:55
  can
• 26:56
  step
• 26:56
  back
• 26:56
  and
• 26:56
  say,
• 26:56
  oh,
• 26:57
  I
• 26:57
  see,
• 26:58
  I,
• 26:58
  I
• 26:58
  see
• 26:58
  a
• 26:59
  trend
• 26:59
  here
• 26:59
  that,
• 26:59
  that
• 27:00
  you're
• 27:00
  not
• 27:00
  seeing
• 27:00
  when
• 27:01
  you're
• 27:01
  in
• 27:01
  the
• 27:01
  business
• 27:01
  every
• 27:02
  day.
• 27:02
  And
• 27:02
  we
• 27:03
  should,
• 27:03
  we
• 27:03
  should
• 27:03
  talk
• 27:03
  about
• 27:04
  that.
• 27:04
  Yeah.
• 27:05
  And
• 27:05
  then
• 27:05
  hold
• 27:05
  you
• 27:05
  accountable
• 27:06
  for,
• 27:06
  for
• 27:07
  a
• 27:07
  plan
• 27:07
  that,
• 27:07
  to
• 27:08
  your
• 27:08
  point,
• 27:08
  and
• 27:08
  in
• 27:08
  May
• 27:09
  it
• 27:09
  seemed
• 27:09
  like
• 27:09
  a
• 27:09
  great
• 27:09
  plan,
• 27:10
  but
• 27:10
  by
• 27:11
  July
• 27:11
  it
• 27:11
  really
• 27:12
  wasn't
• 27:12
  exciting
• 27:12
  anymore.
• 27:13
  Hey,
• 27:14
  that
• 27:14
  was
• 27:14
  the
• 27:14
  plan.
• 27:15
  Let's,
• 27:15
  let's
• 27:15
  keep
• 27:16
  going
• 27:16
  on
• 27:16
  that.
• 27:16
  What
• 27:16
  are
• 27:17
  we
• 27:17
  doing?
• 27:17
  Why
• 27:18
  aren't
• 27:18
  we,
• 27:18
  why
• 27:18
  aren't
• 27:19
  we
• 27:19
  pursuing
• 27:19
  it?
• 27:19
  So,
• 27:20
  yeah,
• 27:20
  I
• 27:20
  think
• 27:21
  those
• 27:21
  questions
• 27:22
  and
• 27:23
  knowing
• 27:23
  you're
• 27:24
  going
• 27:24
  to
• 27:24
  have
• 27:24
  to
• 27:24
  talk
• 27:24
  to
• 27:25
  the
• 27:25
  board,
• 27:25
  I
• 27:25
  think
• 27:26
  brings,
• 27:27
  brings
• 27:27
  entrepreneurs.
• 27:28
  It
• 27:28
  puts,
• 27:29
  as
• 27:29
  I
• 27:29
  always
• 27:29
  say,
• 27:30
  strings
• 27:30
  to
• 27:30
  the
• 27:30
  balloons.
• 27:31
  Right?
• 27:31
  Balloons,
• 27:32
  you
• 27:33
  know,
• 27:33
  right
• 27:33
  and
• 27:33
  left.
• 27:34
  But
• 27:34
  you
• 27:34
  need
• 27:34
  strings
• 27:35
  and
• 27:35
  the
• 27:35
  board
• 27:36
  is
• 27:36
  your
• 27:36
  strings
• 27:37
  and
• 27:37
  saying,
• 27:37
  wait,
• 27:38
  let's,
• 27:38
  let's
• 27:38
  come
• 27:38
  back
• 27:39
  to
• 27:39
  what
• 27:39
  we
• 27:39
  said
• 27:39
  we
• 27:39
  were
• 27:39
  going
• 27:40
  to
• 27:40
  do.
• 27:41
  You
• 27:41
  know,
• 27:42
  if
• 27:42
  there's
• 27:42
  a
• 27:42
  good
• 27:42
  reason
• 27:43
  for
• 27:43
  abandoning
• 27:43
  it,
• 27:44
  great,
• 27:44
  fabulous.
• 27:45
  But
• 27:46
  let's,
• 27:46
  let's
• 27:46
  talk
• 27:47
  about
• 27:47
  that.
• 27:48
  Yeah,
• 27:48
  let's
• 27:48
  talk
• 27:48
  about
• 27:49
  this.
• 27:50
  That
• 27:50
  is
• 27:50
  true.
• 27:51
  I'm,
• 27:51
  I
• 27:52
  think
• 27:52
  accountability
• 27:53
  is
• 27:53
  one
• 27:53
  of
• 27:53
  those
• 27:54
  things
• 27:55
  that
• 27:55
  we
• 27:55
  don't
• 27:55
  talk
• 27:56
  about
• 27:56
  enough
• 27:56
  as
• 27:57
  it
• 27:57
  relates
• 27:57
  to
• 27:57
  business
• 27:58
  success.
• 27:59
  I
• 27:59
  hear
• 27:59
  people
• 27:59
  say,
• 28:00
  you
• 28:00
  know,
• 28:00
  you've
• 28:00
  got
• 28:00
  to
• 28:00
  hustle,
• 28:01
  you've
• 28:01
  got
• 28:01
  to
• 28:01
  grind,
• 28:02
  you've
• 28:02
  got
• 28:02
  to
• 28:02
  do
• 28:02
  this,
• 28:02
  you've
• 28:03
  got
• 28:03
  to
• 28:03
  do
• 28:03
  that,
• 28:03
  and
• 28:04
  do
• 28:04
  these
• 28:05
  paid
• 28:05
  media
• 28:05
  ads
• 28:06
  and,
• 28:06
  you
• 28:06
  know,
• 28:06
  do
• 28:07
  this
• 28:07
  copywriting
• 28:08
  course.
• 28:08
  And
• 28:08
  I'm
• 28:08
  like,
• 28:09
  nowhere
• 28:09
  in
• 28:10
  any
• 28:10
  of
• 28:10
  this
• 28:10
  does
• 28:10
  it
• 28:11
  say,
• 28:11
  I'll
• 28:11
  go
• 28:11
  and
• 28:11
  hold
• 28:11
  yourself
• 28:12
  accountable
• 28:13
  to
• 28:13
  people
• 28:13
  that
• 28:13
  probably
• 28:14
  know
• 28:14
  a
• 28:14
  little
• 28:14
  bit
• 28:14
  more
• 28:14
  than
• 28:15
  you.
• 28:16
  Which
• 28:16
  seems
• 28:17
  ridiculous
• 28:18
  when
• 28:18
  you
• 28:19
  think
• 28:19
  about
• 28:19
  it.
• 28:19
  But
• 28:21
  again,
• 28:21
  this
• 28:21
  comes
• 28:21
  down,
• 28:22
  I
• 28:22
  suppose,
• 28:23
  to
• 28:23
  the
• 28:23
  ego
• 28:23
  of
• 28:23
  the
• 28:23
  entrepreneurs
• 28:26
  because
• 28:26
  I,
• 28:27
  you
• 28:27
  know,
• 28:28
  we
• 28:28
  do
• 28:28
  have
• 28:28
  egos.
• 28:29
  We
• 28:29
  do
• 28:30
  think
• 28:30
  we
• 28:30
  know
• 28:30
  better
• 28:30
  and
• 28:31
  it's,
• 28:33
  But
• 28:33
  I
• 28:34
  think
• 28:34
  accountability
• 28:35
  is
• 28:35
  one
• 28:35
  of
• 28:35
  those
• 28:35
  keys
• 28:36
  to
• 28:36
  success
• 28:36
  which
• 28:36
  is
• 28:37
  not
• 28:37
  talked
• 28:37
  about
• 28:37
  enough.
• 28:38
  If
• 28:38
  I'm
• 28:38
  honest
• 28:39
  with
• 28:39
  you.
• 28:39
  I
• 28:40
  would
• 28:40
  agree.
• 28:40
  And
• 28:41
  I
• 28:41
  think
• 28:41
  I
• 28:41
  saw
• 28:41
  that
• 28:42
  in
• 28:42
  corporate
• 28:43
  America.
• 28:43
  Right.
• 28:44
  I,
• 28:44
  I
• 28:44
  was
• 28:45
  in
• 28:45
  a
• 28:45
  couple
• 28:45
  of
• 28:46
  companies
• 28:46
  that
• 28:46
  were
• 28:47
  extraordinarily
• 28:48
  disciplined.
• 28:49
  Extra
• 28:50
  to
• 28:50
  the
• 28:50
  extreme.
• 28:51
  That,
• 28:52
  that
• 28:52
  probably
• 28:52
  wasn't
• 28:53
  helpful
• 28:53
  either.
• 28:54
  Too
• 28:54
  granular.
• 28:55
  But,
• 28:56
  but
• 28:56
  I
• 28:56
  mean,
• 28:56
  you
• 28:56
  got
• 28:57
  down
• 28:57
  into
• 28:57
  the
• 28:57
  nitty
• 28:58
  gritty
• 28:58
  every
• 28:58
  time
• 28:58
  you
• 28:59
  went
• 28:59
  through
• 28:59
  a,
• 28:59
  a
• 29:00
  quarterly
• 29:00
  review
• 29:01
  of
• 29:01
  your
• 29:01
  financials.
• 29:02
  And
• 29:03
  while,
• 29:04
  you
• 29:04
  know,
• 29:04
  there's
• 29:04
  the
• 29:05
  extreme
• 29:05
  there,
• 29:05
  that's,
• 29:06
  that's
• 29:06
  probably
• 29:06
  not
• 29:07
  helpful
• 29:07
  and,
• 29:07
  and,
• 29:08
  and
• 29:08
  very
• 29:09
  expensive
• 29:09
  to,
• 29:10
  to
• 29:10
  have.
• 29:12
  Somewhere
• 29:12
  in
• 29:12
  the
• 29:12
  middle
• 29:13
  is
• 29:13
  where
• 29:13
  the
• 29:13
  entrepreneurs
• 29:14
  need
• 29:14
  to
• 29:14
  land
• 29:15
  and
• 29:16
  understand
• 29:16
  having
• 29:17
  that,
• 29:17
  just
• 29:18
  that
• 29:18
  cadence
• 29:19
  of
• 29:19
  reporting
• 29:20
  and
• 29:21
  looking
• 29:21
  at
• 29:21
  trends
• 29:22
  and
• 29:22
  being
• 29:22
  very,
• 29:26
  taking
• 29:26
  the
• 29:26
  emotion
• 29:27
  out
• 29:27
  of
• 29:27
  it.
• 29:27
  I
• 29:27
  think
• 29:28
  that's
• 29:28
  the
• 29:28
  best
• 29:28
  way
• 29:29
  to
• 29:29
  put
• 29:29
  it
• 29:29
  to
• 29:30
  your
• 29:30
  point.
• 29:30
  If
• 29:31
  you
• 29:31
  weren't
• 29:31
  passionate
• 29:31
  about
• 29:32
  it,
• 29:32
  you're
• 29:32
  not
• 29:32
  an
• 29:32
  entrepreneur.
• 29:34
  They
• 29:35
  are
• 29:35
  passionate
• 29:35
  about
• 29:36
  whatever
• 29:36
  they're
• 29:36
  doing
• 29:36
  at
• 29:37
  the
• 29:37
  moment.
• 29:37
  But
• 29:38
  having
• 29:38
  that,
• 29:39
  that
• 29:39
  sounding
• 29:39
  board
• 29:40
  to
• 29:40
  say,
• 29:40
  okay,
• 29:41
  but
• 29:42
  I
• 29:43
  think
• 29:43
  is
• 29:44
  enormously
• 29:44
  helpful
• 29:45
  for
• 29:45
  any
• 29:45
  entrepreneur
• 29:46
  just
• 29:46
  to
• 29:47
  have
• 29:47
  that,
• 29:47
  that
• 29:47
  person
• 29:48
  that,
• 29:48
  that
• 29:49
  doesn't
• 29:49
  have
• 29:49
  a
• 29:49
  dog
• 29:49
  in
• 29:49
  the
• 29:49
  fight
• 29:50
  and,
• 29:50
  and
• 29:51
  Quite
• 29:51
  frankly,
• 29:51
  in
• 29:51
  many
• 29:52
  cases
• 29:52
  isn't
• 29:52
  even
• 29:53
  part
• 29:53
  of
• 29:53
  the
• 29:53
  company
• 29:54
  because
• 29:55
  then,
• 29:56
  then
• 29:57
  there
• 29:57
  is
• 29:57
  no,
• 29:57
  there's
• 29:58
  no
• 29:58
  agenda.
• 29:58
  There's
• 29:59
  no
• 29:59
  agenda.
• 30:00
  They're
• 30:00
  just,
• 30:00
  they're
• 30:00
  just
• 30:01
  giving
• 30:01
  you
• 30:01
  what
• 30:01
  they
• 30:01
  see
• 30:02
  and
• 30:02
  take
• 30:03
  it
• 30:03
  and
• 30:03
  leave
• 30:03
  it.
• 30:03
  Right,
• 30:04
  yeah,
• 30:05
  exactly.
• 30:06
  And
• 30:07
  yes,
• 30:07
  very
• 30:07
  much
• 30:08
  so.
• 30:09
  I
• 30:09
  was
• 30:09
  on
• 30:09
  the
• 30:09
  board
• 30:10
  for
• 30:10
  a
• 30:10
  PLC
• 30:10
  here
• 30:11
  in
• 30:11
  the
• 30:11
  uk,
• 30:12
  so,
• 30:13
  so
• 30:13
  I've,
• 30:13
  I've
• 30:14
  done
• 30:14
  very,
• 30:15
  you
• 30:15
  know,
• 30:15
  posh
• 30:16
  boards,
• 30:16
  as
• 30:17
  we
• 30:17
  like
• 30:17
  to
• 30:17
  call
• 30:17
  them,
• 30:17
  where
• 30:18
  every
• 30:18
  T
• 30:18
  had
• 30:18
  to
• 30:18
  be
• 30:19
  crossed
• 30:19
  and
• 30:19
  every.
• 30:19
  I
• 30:20
  had
• 30:20
  to
• 30:20
  be
• 30:20
  dotted.
• 30:20
  And
• 30:21
  I've
• 30:21
  done
• 30:21
  boards
• 30:22
  where,
• 30:22
  you
• 30:22
  know,
• 30:23
  we,
• 30:23
  we've
• 30:23
  done,
• 30:23
  we,
• 30:24
  we
• 30:24
  do
• 30:24
  a
• 30:24
  lot
• 30:24
  of
• 30:24
  advisory
• 30:25
  boards
• 30:25
  actually,
• 30:25
  for,
• 30:26
  for
• 30:26
  smaller
• 30:26
  E
• 30:27
  Com
• 30:27
  companies,
• 30:29
  which
• 30:29
  is
• 30:31
  in
• 30:31
  some
• 30:31
  respects
• 30:32
  chalk
• 30:32
  and
• 30:32
  cheese,
• 30:32
  but
• 30:32
  a
• 30:33
  lot
• 30:33
  of
• 30:33
  similarities,
• 30:33
  you
• 30:34
  know,
• 30:34
  sort
• 30:34
  of
• 30:35
  absolutely
• 30:35
  crossing
• 30:36
  the
• 30:36
  divide.
• 30:37
  And
• 30:37
  I
• 30:37
  would
• 30:38
  sit
• 30:38
  there
• 30:38
  in
• 30:38
  the
• 30:38
  PLC
• 30:39
  board
• 30:39
  meetings,
• 30:39
  go,
• 30:40
  man,
• 30:40
  this
• 30:40
  is
• 30:40
  so
• 30:40
  bureaucratic.
• 30:41
  And
• 30:41
  it's
• 30:42
  just,
• 30:42
  you're
• 30:42
  stifling
• 30:43
  any
• 30:43
  form
• 30:43
  of
• 30:43
  innovation,
• 30:44
  you're
• 30:44
  stifling
• 30:45
  any
• 30:45
  form
• 30:45
  of
• 30:45
  entrepreneurialism
• 30:46
  and
• 30:47
  blah,
• 30:47
  blah,
• 30:48
  blah,
• 30:48
  blah,
• 30:48
  blah.
• 30:48
  And
• 30:48
  then,
• 30:49
  you
• 30:49
  know,
• 30:49
  you,
• 30:50
  you
• 30:50
  go
• 30:50
  to
• 30:50
  the,
• 30:50
  like
• 30:50
  you
• 30:50
  say,
• 30:51
  you
• 30:51
  go
• 30:51
  to
• 30:51
  the
• 30:51
  opposite
• 30:51
  extremes.
• 30:52
  And
• 30:52
  there's
• 30:52
  this
• 30:52
  guy
• 30:52
  who's
• 30:53
  starting
• 30:53
  up
• 30:53
  a
• 30:53
  new
• 30:53
  business
• 30:54
  in
• 30:54
  the
• 30:54
  back
• 30:54
  of
• 30:54
  his
• 30:54
  shed
• 30:55
  and
• 30:55
  is
• 30:55
  like,
• 30:56
  okay,
• 30:57
  this
• 30:58
  is
• 30:58
  fascinating,
• 30:58
  isn't
• 30:59
  it?
• 30:59
  And
• 30:59
  you're
• 30:59
  right.
• 30:59
  There
• 30:59
  is
• 30:59
  this
• 31:00
  middle
• 31:00
  ground
• 31:00
  where
• 31:00
  I
• 31:01
  think
• 31:01
  as
• 31:01
  entrepreneurs,
• 31:02
  if
• 31:02
  we're
• 31:02
  going
• 31:02
  to
• 31:03
  try
• 31:03
  and
• 31:03
  build
• 31:03
  anything
• 31:04
  that
• 31:04
  lasts,
• 31:04
  we
• 31:05
  have
• 31:05
  to
• 31:05
  sort
• 31:05
  of
• 31:05
  hit.
• 31:06
  And
• 31:07
  I
• 31:07
  don't
• 31:07
  think
• 31:07
  it's
• 31:07
  cookie
• 31:08
  cutter.
• 31:08
  I
• 31:08
  don't
• 31:08
  think
• 31:08
  it
• 31:08
  seems
• 31:09
  to
• 31:09
  be
• 31:09
  one
• 31:09
  size
• 31:09
  fits
• 31:09
  all.
• 31:10
  But
• 31:10
  there
• 31:10
  are
• 31:10
  principles
• 31:11
  that
• 31:11
  seem
• 31:11
  to
• 31:11
  make
• 31:11
  sense
• 31:11
  for
• 31:12
  everybody.
• 31:13
  Agreed,
• 31:14
  Agreed.
• 31:14
  And,
• 31:15
  and
• 31:15
  no,
• 31:15
  one
• 31:15
  size
• 31:16
  doesn't.
• 31:16
  I
• 31:16
  mean,
• 31:17
  as
• 31:17
  I
• 31:17
  said,
• 31:17
  for
• 31:17
  the
• 31:17
  last
• 31:18
  eight
• 31:18
  years,
• 31:18
  I've
• 31:18
  seen
• 31:19
  everything
• 31:20
  from
• 31:20
  soup
• 31:20
  to
• 31:20
  nuts.
• 31:21
  But
• 31:22
  the
• 31:22
  one
• 31:22
  thing
• 31:22
  that
• 31:23
  I
• 31:23
  think
• 31:23
  brings
• 31:24
  people
• 31:24
  back
• 31:25
  to
• 31:25
  success,
• 31:26
  and
• 31:26
  this
• 31:27
  is
• 31:27
  where
• 31:27
  I
• 31:27
  think
• 31:27
  success
• 31:28
  happens,
• 31:28
  is
• 31:29
  when
• 31:29
  people
• 31:29
  say,
• 31:30
  okay,
• 31:30
  I
• 31:31
  will
• 31:31
  accept
• 31:31
  the
• 31:32
  fact
• 31:32
  that
• 31:32
  I,
• 31:32
  I,
• 31:34
  I
• 31:34
  don't
• 31:34
  know
• 31:34
  everything
• 31:35
  and
• 31:35
  I
• 31:36
  need,
• 31:36
  I
• 31:36
  need
• 31:37
  somebody
• 31:37
  to,
• 31:38
  to
• 31:38
  bring,
• 31:38
  to
• 31:39
  put
• 31:39
  those
• 31:39
  strings
• 31:39
  on
• 31:40
  my
• 31:40
  balloons.
• 31:40
  And
• 31:41
  once
• 31:41
  they
• 31:41
  do
• 31:41
  that,
• 31:43
  generally
• 31:44
  I
• 31:44
  think
• 31:44
  they
• 31:44
  a.
• 31:45
  I
• 31:45
  think
• 31:45
  there's
• 31:45
  a
• 31:46
  sense
• 31:46
  of,
• 31:46
  to
• 31:47
  your
• 31:47
  point,
• 31:47
  safety
• 31:48
  or
• 31:49
  a
• 31:49
  sense
• 31:49
  of
• 31:49
  relief
• 31:50
  that
• 31:50
  not
• 31:50
  everything's
• 31:51
  on
• 31:51
  them
• 31:52
  and
• 31:52
  that
• 31:53
  they
• 31:53
  have
• 31:53
  somebody
• 31:54
  to
• 31:54
  backstop
• 31:55
  them.
• 31:56
  And
• 31:57
  I
• 31:57
  think
• 31:58
  that's
• 31:59
  comforting
• 31:59
  to
• 32:00
  a
• 32:00
  lot
• 32:00
  of
• 32:00
  entrepreneurs
• 32:01
  because
• 32:01
  the
• 32:02
  reason
• 32:02
  they're
• 32:02
  entrepreneurs
• 32:03
  is
• 32:03
  they're
• 32:03
  out
• 32:03
  there,
• 32:03
  they're
• 32:04
  visionary.
• 32:05
  It's
• 32:05
  exciting.
• 32:06
  But
• 32:07
  that
• 32:07
  sense
• 32:07
  of,
• 32:08
  do
• 32:08
  I
• 32:08
  have
• 32:09
  a
• 32:09
  wrapper
• 32:10
  around
• 32:10
  me
• 32:11
  to
• 32:11
  keep
• 32:11
  me
• 32:12
  focused?
• 32:12
  I
• 32:13
  think
• 32:13
  sometimes
• 32:14
  is
• 32:14
  very
• 32:14
  comforting
• 32:15
  to
• 32:15
  folks
• 32:15
  as
• 32:15
  well.
• 32:17
  Well,
• 32:18
  Jodie,
• 32:18
  I'VE
• 32:18
  thoroughly
• 32:19
  enjoyed
• 32:19
  this
• 32:19
  conversation.
• 32:20
  It's
• 32:20
  not
• 32:20
  where
• 32:20
  I
• 32:20
  expected
• 32:21
  it
• 32:21
  to
• 32:21
  go,
• 32:21
  if
• 32:21
  I'm
• 32:22
  honest
• 32:22
  with
• 32:22
  you.
• 32:22
  I
• 32:22
  thought
• 32:22
  we'd
• 32:22
  be
• 32:23
  chatting
• 32:23
  about
• 32:23
  other
• 32:23
  things,
• 32:25
  but
• 32:26
  I
• 32:26
  just
• 32:26
  love
• 32:27
  how
• 32:27
  sometimes
• 32:27
  we
• 32:27
  get
• 32:27
  caught
• 32:28
  up
• 32:28
  in
• 32:28
  these
• 32:28
  rabbit
• 32:28
  trails.
• 32:29
  And
• 32:29
  I
• 32:29
  think
• 32:29
  it's
• 32:30
  such
• 32:30
  valuable
• 32:30
  advice
• 32:31
  that
• 32:31
  you've
• 32:31
  bought
• 32:33
  around
• 32:34
  this
• 32:35
  and
• 32:35
  about
• 32:35
  why
• 32:36
  you
• 32:36
  work
• 32:36
  as
• 32:36
  you
• 32:37
  know,
• 32:38
  and
• 32:39
  why
• 32:39
  that
• 32:39
  sort
• 32:39
  of
• 32:39
  that
• 32:40
  external
• 32:41
  accountability
• 32:42
  is
• 32:42
  a
• 32:42
  really
• 32:43
  big
• 32:43
  deal.
• 32:44
  And
• 32:44
  having
• 32:44
  a
• 32:44
  plan,
• 32:45
  sticking
• 32:45
  to
• 32:45
  the
• 32:45
  plan
• 32:45
  and
• 32:46
  having
• 32:46
  someone
• 32:46
  hold
• 32:46
  you
• 32:46
  accountable
• 32:47
  to
• 32:47
  that,
• 32:48
  yes,
• 32:49
  there
• 32:49
  needs
• 32:49
  to
• 32:49
  be
• 32:49
  inbuilt
• 32:50
  flexibility.
• 32:50
  Don't
• 32:51
  panic.
• 32:51
  Don't
• 32:51
  start
• 32:51
  having
• 32:52
  palpitations
• 32:52
  just
• 32:52
  yet.
• 32:53
  Dear
• 32:53
  Entrepreneur,
• 32:54
  There
• 32:54
  can
• 32:54
  be
• 32:55
  flexibility
• 32:55
  in
• 32:55
  these
• 32:56
  things
• 32:57
  as
• 32:58
  well
• 32:58
  there
• 32:58
  should.
• 32:58
  But
• 32:59
  it's
• 33:01
  simple.
• 33:01
  I
• 33:02
  say
• 33:02
  it's
• 33:02
  simple
• 33:02
  advice.
• 33:03
  It's
• 33:04
  advice
• 33:04
  that
• 33:04
  I
• 33:05
  think
• 33:05
  we
• 33:05
  just
• 33:06
  don't
• 33:07
  heed
• 33:08
  or
• 33:08
  hear
• 33:08
  a
• 33:08
  lot
• 33:08
  of
• 33:09
  in
• 33:09
  the
• 33:09
  current
• 33:09
  market.
• 33:10
  So
• 33:10
  I
• 33:11
  appreciate
• 33:11
  that
• 33:11
  and
• 33:11
  I
• 33:11
  think
• 33:11
  it's
• 33:12
  such
• 33:12
  valuable
• 33:13
  advice.
• 33:13
  So
• 33:13
  thank
• 33:13
  you
• 33:13
  for
• 33:14
  sharing.
• 33:16
  But
• 33:16
  Jodi,
• 33:16
  we've
• 33:17
  got
• 33:17
  to
• 33:17
  the
• 33:17
  stage.
• 33:18
  Oh,
• 33:18
  this
• 33:18
  was
• 33:18
  wonderful
• 33:19
  conversation.
• 33:19
  But
• 33:20
  we've
• 33:20
  got
• 33:20
  to
• 33:20
  the
• 33:20
  stage
• 33:21
  of
• 33:21
  the
• 33:21
  conversation
• 33:21
  where
• 33:22
  I'm
• 33:22
  going
• 33:22
  to
• 33:22
  ask
• 33:22
  you
• 33:22
  for
• 33:22
  a
• 33:22
  question
• 33:23
  for
• 33:23
  Matt.
• 33:23
  Now
• 33:23
  if
• 33:24
  you're
• 33:24
  new
• 33:24
  to
• 33:25
  the
• 33:25
  show,
• 33:26
  let
• 33:26
  me
• 33:26
  tell
• 33:26
  you
• 33:26
  what
• 33:27
  happens
• 33:27
  here.
• 33:27
  I'm
• 33:27
  going
• 33:27
  to
• 33:28
  ask
• 33:28
  my
• 33:28
  guest
• 33:28
  for
• 33:29
  a
• 33:29
  question.
• 33:30
  Jodi
• 33:30
  is
• 33:31
  going
• 33:31
  to
• 33:31
  give
• 33:31
  me
• 33:31
  a
• 33:31
  question.
• 33:32
  She's
• 33:32
  going
• 33:32
  to
• 33:32
  start
• 33:32
  off,
• 33:33
  jodi,
• 33:33
  I
• 33:33
  didn't
• 33:33
  tell
• 33:33
  you
• 33:33
  this
• 33:34
  before.
• 33:34
  Here'd
• 33:34
  be
• 33:34
  cool
• 33:34
  button.
• 33:34
  You
• 33:35
  start
• 33:35
  off
• 33:35
  by
• 33:35
  going,
• 33:35
  matt,
• 33:36
  my
• 33:36
  question
• 33:36
  for
• 33:37
  you
• 33:37
  is.
• 33:37
  And
• 33:37
  then
• 33:37
  you
• 33:37
  give
• 33:38
  me
• 33:38
  a
• 33:38
  question
• 33:38
  and
• 33:39
  simply
• 33:39
  I
• 33:39
  just
• 33:39
  go
• 33:40
  and
• 33:40
  answer
• 33:40
  this
• 33:40
  on
• 33:40
  my
• 33:41
  social
• 33:41
  media
• 33:41
  platform.
• 33:42
  So
• 33:42
  if
• 33:42
  you
• 33:42
  want
• 33:42
  to
• 33:42
  know
• 33:42
  my
• 33:43
  answer
• 33:43
  to
• 33:43
  Jodie's
• 33:43
  question,
• 33:44
  come
• 33:44
  follow
• 33:44
  me
• 33:45
  on
• 33:45
  social
• 33:45
  media.
• 33:45
  But
• 33:45
  Jodie,
• 33:46
  that's
• 33:46
  the
• 33:46
  introduction.
• 33:47
  I
• 33:47
  should
• 33:47
  probably
• 33:47
  get
• 33:48
  some
• 33:48
  kind
• 33:48
  of
• 33:48
  music
• 33:48
  jingle
• 33:49
  or
• 33:49
  something
• 33:50
  sorted
• 33:50
  out
• 33:50
  ahead
• 33:51
  of
• 33:51
  time
• 33:51
  for
• 33:51
  this
• 33:51
  in
• 33:51
  the
• 33:51
  future.
• 33:52
  But
• 33:53
  what's
• 33:53
  your
• 33:53
  question
• 33:53
  for
• 33:54
  me?
• 33:55
  What
• 33:55
  is
• 33:56
  your
• 33:56
  favorite
• 33:57
  e
• 33:57
  commerce
• 33:57
  site
• 33:58
  and
• 33:58
  why?
• 33:59
  Oh,
• 33:59
  no
• 34:00
  one's
• 34:00
  ever
• 34:00
  asked
• 34:00
  me
• 34:00
  that.
• 34:02
  What
• 34:02
  is
• 34:03
  my
• 34:03
  favorite
• 34:03
  e
• 34:03
  commerce
• 34:04
  site
• 34:04
  and
• 34:04
  why?
• 34:04
  That's
• 34:05
  a
• 34:05
  very
• 34:05
  good
• 34:05
  question.
• 34:06
  And
• 34:06
  I
• 34:06
  dare
• 34:06
  say
• 34:07
  I'm
• 34:07
  not
• 34:07
  allowed
• 34:07
  to
• 34:07
  mention
• 34:07
  my
• 34:08
  own.
• 34:09
  That
• 34:10
  would
• 34:10
  be
• 34:10
  cheating.
• 34:11
  This
• 34:11
  is
• 34:11
  not
• 34:11
  free
• 34:11
  marketing.
• 34:12
  Matthew.
• 34:15
  That's
• 34:15
  a
• 34:15
  great
• 34:15
  question.
• 34:16
  So
• 34:17
  if
• 34:17
  you
• 34:17
  want
• 34:17
  to
• 34:17
  know
• 34:17
  what
• 34:18
  my
• 34:18
  favorite
• 34:19
  e
• 34:19
  commerce
• 34:19
  site
• 34:20
  is,
• 34:20
  make
• 34:21
  sure
• 34:21
  you
• 34:21
  follow
• 34:21
  me
• 34:21
  on
• 34:22
  social
• 34:22
  mediadmondson,
• 34:23
  both
• 34:23
  on
• 34:23
  Instagram
• 34:23
  and
• 34:24
  LinkedIn
• 34:24
  and
• 34:24
  I
• 34:24
  will
• 34:24
  be
• 34:25
  posting
• 34:25
  a
• 34:25
  video
• 34:25
  with
• 34:26
  the
• 34:26
  answer
• 34:26
  to
• 34:27
  that
• 34:27
  question.
• 34:28
  But
• 34:28
  Jodi,
• 34:29
  listen,
• 34:31
  great
• 34:31
  question.
• 34:32
  Thank
• 34:32
  you.
• 34:33
  But
• 34:33
  really
• 34:34
  genuinely
• 34:34
  enjoy
• 34:34
  the
• 34:35
  conversation.
• 34:35
  If
• 34:35
  people
• 34:35
  want
• 34:35
  to
• 34:36
  connect
• 34:36
  with
• 34:36
  you,
• 34:36
  if
• 34:36
  they
• 34:36
  want
• 34:36
  to
• 34:36
  find
• 34:37
  out
• 34:37
  more
• 34:37
  about
• 34:37
  what
• 34:38
  it
• 34:38
  is
• 34:38
  that
• 34:38
  you
• 34:39
  do.
• 34:39
  Maybe
• 34:40
  you
• 34:40
  can
• 34:40
  help
• 34:40
  them
• 34:40
  in
• 34:40
  some
• 34:41
  way.
• 34:41
  I
• 34:41
  don't
• 34:41
  know,
• 34:41
  maybe
• 34:41
  they've
• 34:41
  just
• 34:42
  got
• 34:42
  some
• 34:42
  general
• 34:42
  questions.
• 34:43
  What
• 34:44
  would
• 34:44
  you
• 34:44
  like
• 34:44
  to
• 34:44
  ask
• 34:45
  a
• 34:45
  fractional
• 34:45
  CFO
• 34:46
  Chief
• 34:46
  Finance
• 34:47
  Officer
• 34:47
  if
• 34:47
  you
• 34:47
  had
• 34:47
  the
• 34:47
  chance?
• 34:48
  Jodi,
• 34:48
  what's
• 34:48
  the
• 34:49
  best
• 34:49
  way
• 34:49
  to
• 34:49
  get
• 34:49
  a
• 34:49
  hold
• 34:49
  of
• 34:49
  you?
• 34:50
  I
• 34:50
  think
• 34:50
  the
• 34:50
  best
• 34:51
  way
• 34:51
  would
• 34:51
  be
• 34:51
  to
• 34:52
  go
• 34:52
  on
• 34:52
  to
• 34:53
  ascent
• 34:54
  cfo.com
• 34:56
  and
• 34:56
  you
• 34:56
  can
• 34:56
  reach
• 34:57
  me
• 34:57
  or
• 34:58
  one
• 34:58
  of
• 34:58
  our
• 34:58
  other
• 34:59
  CFOs
• 34:59
  or
• 35:00
  our
• 35:00
  founder
• 35:01
  Dan
• 35:01
  de
• 35:01
  Golia
• 35:02
  on
• 35:02
  there
• 35:03
  and
• 35:04
  happy
• 35:04
  to
• 35:05
  field
• 35:05
  questions,
• 35:06
  offer
• 35:06
  support
• 35:08
  and
• 35:08
  see
• 35:09
  what
• 35:09
  we
• 35:09
  can
• 35:09
  do
• 35:09
  for
• 35:10
  anybody.
• 35:10
  Fantastic.
• 35:11
  Sensecfo.com
• 35:13
  we
• 35:13
  will
• 35:13
  of
• 35:13
  course
• 35:14
  link
• 35:14
  to
• 35:14
  Jodi
• 35:14
  in
• 35:15
  the
• 35:15
  show
• 35:15
  notes,
• 35:16
  which
• 35:16
  you
• 35:16
  can
• 35:16
  get
• 35:17
  with
• 35:17
  the
• 35:17
  transcript
• 35:18
  and
• 35:18
  all
• 35:18
  that
• 35:18
  sort
• 35:18
  of
• 35:18
  good
• 35:18
  stuff
• 35:19
  for
• 35:19
  free
• 35:19
  to
• 35:19
  E.
• 35:19
  CommerCommerce.
• 35:21
  If
• 35:21
  you
• 35:21
  subscribe
• 35:22
  to
• 35:22
  the
• 35:22
  newsletter,
• 35:22
  it'll
• 35:23
  be
• 35:23
  in
• 35:23
  the
• 35:23
  newsletter.
• 35:24
  And
• 35:24
  of
• 35:24
  course,
• 35:25
  let's,
• 35:26
  let's
• 35:26
  be
• 35:26
  real.
• 35:26
  As
• 35:26
  I've
• 35:27
  been
• 35:27
  saying
• 35:27
  for
• 35:27
  the
• 35:27
  last
• 35:28
  few
• 35:28
  weeks,
• 35:28
  it's
• 35:28
  also
• 35:29
  in
• 35:29
  the
• 35:29
  podcast
• 35:29
  app
• 35:30
  which
• 35:30
  you're
• 35:30
  listening
• 35:30
  to
• 35:30
  this
• 35:30
  podcast
• 35:31
  on.
• 35:31
  So
• 35:31
  just
• 35:31
  scroll
• 35:31
  down.
• 35:32
  In
• 35:32
  the
• 35:32
  show
• 35:32
  notes
• 35:32
  will
• 35:32
  be
• 35:32
  a
• 35:32
  links
• 35:33
  Jodi,
• 35:34
  when
• 35:34
  you
• 35:34
  can,
• 35:34
  when
• 35:34
  it's
• 35:35
  safe
• 35:35
  to
• 35:35
  do
• 35:35
  so,
• 35:35
  just
• 35:35
  click
• 35:35
  the
• 35:36
  link,
• 35:36
  go
• 35:36
  over
• 35:36
  there.
• 35:36
  Even
• 35:36
  if
• 35:37
  it's
• 35:37
  just
• 35:37
  to
• 35:37
  say
• 35:37
  hi
• 35:38
  and
• 35:38
  thanks
• 35:39
  and
• 35:39
  you
• 35:39
  enjoyed
• 35:39
  the
• 35:39
  show.
• 35:40
  I'm
• 35:40
  sure
• 35:40
  Jodi
• 35:40
  would
• 35:40
  love
• 35:41
  to
• 35:41
  hear
• 35:41
  from
• 35:41
  you.
• 35:42
  But
• 35:42
  Jodi,
• 35:42
  thank
• 35:42
  you
• 35:43
  so
• 35:43
  much
• 35:43
  for
• 35:43
  coming
• 35:43
  on
• 35:44
  the
• 35:44
  show.
• 35:44
  Honestly,
• 35:45
  really
• 35:45
  enjoyed
• 35:46
  the
• 35:46
  conversation.
• 35:46
  Like
• 35:47
  I
• 35:47
  say,
• 35:47
  I
• 35:47
  wasn't
• 35:47
  expecting
• 35:48
  the
• 35:48
  direction
• 35:49
  that
• 35:49
  it
• 35:49
  went,
• 35:49
  but
• 35:49
  I'm,
• 35:50
  I'm
• 35:50
  so
• 35:50
  glad
• 35:51
  that
• 35:51
  it
• 35:51
  did.
• 35:51
  It
• 35:51
  was,
• 35:51
  it
• 35:52
  was
• 35:52
  such
• 35:52
  a
• 35:52
  fun
• 35:52
  conversation
• 35:53
  and
• 35:54
  it's
• 35:55
  caused
• 35:55
  me
• 35:55
  to
• 35:55
  go
• 35:55
  and
• 35:56
  ask
• 35:56
  a
• 35:56
  few
• 35:56
  questions
• 35:56
  about
• 35:56
  our
• 35:57
  plan,
• 35:57
  so.
• 35:59
  Which
• 36:00
  Michelle
• 36:00
  will
• 36:00
  be
• 36:01
  very
• 36:01
  happy
• 36:01
  about.
• 36:02
  But
• 36:02
  thank
• 36:02
  you
• 36:03
  for
• 36:03
  coming
• 36:03
  on.
• 36:05
  Wow,
• 36:06
  what
• 36:06
  a
• 36:06
  great
• 36:07
  conversation.
• 36:07
  Huge
• 36:08
  thanks
• 36:08
  again
• 36:08
  to
• 36:09
  Jodi
• 36:09
  for
• 36:09
  joining
• 36:10
  me
• 36:10
  today.
• 36:10
  In
• 36:10
  fact,
• 36:11
  I,
• 36:12
  I
• 36:12
  can
• 36:12
  do
• 36:12
  this,
• 36:12
  can't
• 36:12
  I?
• 36:13
  Hang
• 36:13
  on.
• 36:13
  Oh
• 36:14
  no,
• 36:14
  I
• 36:15
  have
• 36:15
  got
• 36:15
  this
• 36:15
  button.
• 36:16
  Jodi.
• 36:16
  Yes,
• 36:17
  there
• 36:17
  we
• 36:17
  go.
• 36:20
  Huge
• 36:20
  thanks
• 36:21
  again
• 36:21
  to
• 36:21
  Jodie
• 36:22
  for
• 36:22
  joining
• 36:22
  me
• 36:22
  today.
• 36:22
  Now
• 36:23
  be
• 36:23
  sure
• 36:23
  to
• 36:24
  follow
• 36:24
  the
• 36:24
  E
• 36:24
  Commerce
• 36:25
  podcast
• 36:25
  wherever
• 36:25
  you
• 36:25
  get
• 36:26
  your
• 36:26
  podcast
• 36:26
  from
• 36:26
  because
• 36:27
  I've
• 36:27
  got
• 36:27
  some
• 36:27
  more
• 36:27
  great
• 36:28
  conversations
• 36:28
  up
• 36:29
  my
• 36:29
  proverbial
• 36:30
  sleeve
• 36:30
  and
• 36:31
  I
• 36:31
  don't
• 36:31
  want
• 36:31
  you
• 36:31
  to
• 36:31
  miss
• 36:32
  any
• 36:32
  of
• 36:32
  them.
• 36:32
  Any
• 36:33
  case,
• 36:33
  no
• 36:33
  one
• 36:33
  has
• 36:34
  told
• 36:34
  you
• 36:34
  yet
• 36:34
  today,
• 36:34
  let
• 36:35
  me
• 36:35
  be
• 36:36
  the
• 36:36
  first.
• 36:36
  You
• 36:37
  are
• 36:37
  awesome.
• 36:38
  Yes,
• 36:38
  you
• 36:38
  are
• 36:38
  crated
• 36:39
  awesome.
• 36:39
  It's
• 36:40
  just
• 36:40
  a
• 36:40
  burden.
• 36:40
  You've
• 36:41
  got
• 36:41
  to
• 36:41
  bear
• 36:41
  it.
• 36:41
  Jodi
• 36:41
  has
• 36:42
  to
• 36:42
  bear
• 36:42
  it.
• 36:42
  I've
• 36:43
  got
• 36:43
  to
• 36:43
  bear
• 36:43
  it.
• 36:44
  You've
• 36:44
  got
• 36:44
  to
• 36:44
  bear
• 36:44
  it
• 36:44
  as
• 36:44
  well.
• 36:45
  Now
• 36:45
  the
• 36:45
  E
• 36:45
  Commerce
• 36:46
  podcast
• 36:46
  is
• 36:47
  produced
• 36:47
  by
• 36:48
  the
• 36:48
  Fantastic
• 36:49
  Podjunction.
• 36:51
  You
• 36:51
  can
• 36:51
  find
• 36:51
  our
• 36:51
  entire
• 36:52
  archive
• 36:52
  of
• 36:52
  episodes
• 36:53
  on
• 36:53
  your
• 36:53
  favorite
• 36:54
  podcast
• 36:54
  app.
• 36:55
  The
• 36:55
  theme
• 36:55
  music
• 36:55
  was
• 36:55
  written
• 36:56
  by
• 36:56
  Josh
• 36:56
  Edmundson
• 36:57
  and
• 36:57
  as
• 36:57
  I
• 36:58
  mentioned,
• 36:58
  this
• 36:58
  transcript,
• 36:59
  the
• 36:59
  show
• 36:59
  notes,
• 37:00
  and
• 37:00
  all
• 37:00
  the
• 37:00
  good
• 37:00
  stuff.
• 37:01
  Where
• 37:01
  to
• 37:01
  sign
• 37:01
  up
• 37:01
  to
• 37:01
  the
• 37:01
  newsletter
• 37:02
  Everything
• 37:03
  you
• 37:03
  ever
• 37:03
  wanted
• 37:03
  to
• 37:04
  know
• 37:04
  is
• 37:04
  on
• 37:05
  the
• 37:05
  website
• 37:05
  ecommercepodcast.net
• 37:07
  hashtag
• 37:08
  disclaimer
• 37:09
  maybe
• 37:09
  not
• 37:09
  everything
• 37:09
  you
• 37:10
  want
• 37:10
  us
• 37:10
  to
• 37:10
  know
• 37:10
  is
• 37:10
  on
• 37:11
  that
• 37:11
  website,
• 37:11
  but
• 37:12
  a
• 37:12
  lot
• 37:12
  of
• 37:12
  it
• 37:12
  is.
• 37:13
  But
• 37:13
  that's
• 37:13
  it
• 37:13
  from
• 37:14
  me.
• 37:14
  That's
• 37:14
  it
• 37:14
  from
• 37:14
  Jodi.
• 37:15
  Thank
• 37:15
  you
• 37:15
  so
• 37:16
  much
• 37:16
  for
• 37:16
  joining
• 37:16
  us.
• 37:17
  Have
• 37:17
  a
• 37:17
  fantastic
• 37:18
  week
• 37:18
  wherever
• 37:18
  you
• 37:18
  are
• 37:18
  in
• 37:18
  the
• 37:18
  world.
• 37:19
  I'll
• 37:19
  see
• 37:19
  you
• 37:19
  next
• 37:19
  time.
• 37:20
  Goodbye
• 37:20
  for
• 37:20
  now.