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What's Next? The Complete Roadmap From Idea To Business Launch · Pitch to Product

• pete/sander: If someone is going through that much trouble to be that angry at you, you have to be doing something right. Exactly. That's exactly the point is that the negative person is the first indicator that you've arrived, that it's real because they've formed an opinion, but they are the ones that are angry and whatever happened to them in the world, again, you know, forgive them. But they're the first indication that you actually are on the right track. Welcome back to another episode of the Pitch to Product podcast here at 52 Launch. I'm Steve Sisto alongside Peter Dracula. Dracula spin. Steve, I gotta say, I I like the intro. You got energy, buddy. Let's do it. I appreciate it. I'm fired up today. All right. Peter, we are talking all about what is next. No matter where you are. In the product development lifecycle, there is always a next. And if you try to piecemeal that process, if you try to think about it as a linear step-by-step process instead of an all-encompassing one where there's a lot of things happening all at once, you're gonna run into some obstacles along the way. I I saw the cue card and I love it. This is this is really where we fit in. I didn't know that we were gonna be in this business 10 years ago. It was really just answering what's next. People said, Hey, I went here, did this, did that. I still didn't get what I was looking for. What do I do? And it was like, all right, here's what's next. And even in in our journey of a company, the what's next kept growing. And I th I think it still continues to grow. But the the real what's next is what your vision, what you know, what people vision when they have a product idea is that it ends up in someone's hands that is that gets to enjoy using it. And that to me is the end result, right? That's the anything that doesn't r reflect that, like where someone bought this coffee cup or this water mug and they're enjoying it, everything else before that is what's next. How do I get here? And so this list is awesome. So when you're talking to people, how many times do they come to you with some part of the process done, but not enough? And then that question is always there. Well, what do you do next? And then So I'll be honest, our our marketing effort, I it's the only people I want to talk to. I want to be I I'm looking to talk to people who have already failed other places. And maybe fail is a strong word, but have not got the results that they're looking for, right? If you're asking what's next in your journey, we're the people to talk to. Because we have answered every what's next to the point where I can show you that we've launched seven hundred and fifty client projects that are all products that are out in the market right now. So say you're talking to a design firm and they give you a great prototype, they give you a great file. They didn't fail you, but they didn't get you to the finish. They did exactly what they're good at. Yeah. Right? The the so because you asked the maybe the wrong question and they're part of the process. I have designers on staff, but they are You know, again, there's companies out there that do amazing designs. They're hu they are there to help you kind of visualize, get your thought process together before you make the decision to actually turn your idea into a product. In my world, Steve, I I actually think people make that decision earlier. I think the the people I've talked to, the people I've encountered, they've already decided, you know what? I know this is a good idea. And I think that's what we have to kind of draw is that threshold. You already know that you have an idea that the that a consumer wants. Somehow you found something that Is not available to go and buy, right? Like these are the things. Or someone some you know, you have the idea that make people go that makes people go, wow, how come no one thought about doing this before? Like those are kind of key trigger words. Now, when you have that decision and you want to turn it into a product, that's where I would recommend you find us. If you have concerns about maybe I should or shouldn't, that's where you should go. And that's where I think everybody else that can do a design, do a rapid prototype, do s do things that can help you. Identify that you should go and turn this into a product idea. That's great. The challenge is the other process leaves you hanging. You can't turn a prototype into a product. There's parts of it that you can use for inspiration, but you're always going to have questions of what's next, why people aren't calling you back. So let's go through this list, man. It's it's amazing. Let's get into it. So you have to start somewhere. Most people start with an idea, they figure out something and say, This was a big improvement over something I use every day in my life. They want to protect that. They want to get a patent, whatever. They go and get that certificate. Great for them, but you can't a certificate is not the same thing as a product. So the question is what's next? Okay. So look at in your world, after a patent, the what's next is going to be can the sell? Right. And and sometimes I would tell you that you should probably ask that question before you get a patent. Like, you know, if a product can't sell, a patent won't sell it. Right. You you protect an idea by making sure that it's got a market. So marketing to me is the bigger question that you ask first. Is like, Who would buy this? Are there people like that would like like this? Who what do they look like? I remember going to HSN when I was on there probably about eight, nine years ago, and they were very specific on how they talked about their customer. She was a 53-year-old woman and she had X amount of disposable income and she had two kids. And like it was very intimate conversation about their audience and they knew it exactly who their client was. Right. And they knew for certain products, sh well, sh she is sixty-three years old. And she has got grandkids and she has it was amazing to me to just watch how intimate they were able to talk about someone that they have never met, but have met them all. And I think that's where marketing is. You need to find your who is your client? What does he or she look like? How old is he or she? And it's not looking for the total addressable market. It's finding who's the first thousand people that can buy it. That's that's a what's next. Even just talking to friends, family, people who are in the same demographic as your product, those Anecdotal evidence of yeah, I totally buy that goes such a long way. and so you know, that's affirmation. So what's after what's after affirmation? Look at that is I'd say it's branding because you know, in the marketing side, you want to build a brand because your friends and family are gonna say, I'd buy that from you, Steve. You're the brand, right? This is what people don't understand. I'm gonna use like Bob's furniture. I'm gonna use like my old my old buddy Ernie, right? There's a brand behind the brand. And You know, when you have a name and you have a brand, there's it's always good to have that person behind it. But you know, your friends and family are gonna trust you, so you're the brand. But when you start going to the consumer audience, you better build the brand that people are gonna recognize and trust. All right. So you've got your marketing done, you've got your branding done. Now it's time to actually design the thing. What's next? Yep. So well, look at you are gonna go in design. There's two types of design. There's there's a design to see, like, is this even What's this going look like? Give me some sketch ideas. Or it's going to be, hey, let's just go and AI this and and like I already know what I want. Or now it has to become physical. And the two physical differences are a prototype is not a pre-production sample. A prototype path is very similar to a manufacturing process, but it is off by 15 degrees. When you get down to the end road of your prototype, you do not have a manufacturable product. And that is where people hit like a very hard what's next. Because your CAD model is what's next. After you design something, you have to go into the CAD model. If you CAD model it for a 3D printer, does that sound like anything that would be in a machine world of manufacturing? No, it's a 3D printer can make amazing things. It can do it all in like one little combined tube. I love watching those those 3D print videos where it, you know, you give it a little crack and then it's just like it's got this really cool like fit that that you play with. We you know, again, we have them printed up all over the office. So they're cool, but a machine can't make that. That that that's like links and you know, those processes and it's just it's a different d it's a different way to design it. So say a prospect comes to you and they already have a prototype made and maybe they're even already selling it, they make it themselves in their garage and they come to you and they say, How come we have to redesign it? I'm already selling it, people are buying it. What's the deal? But the truth is what they have is a glorified prototype. An actual well exactly. And the that way you would know is like it's just time. If it takes you hours upon hours to make one in your garage, you you're making a prototype for a bunch of friends. If you want to turn that into a business, it's about scale, and it's about, you know, again, you you got to replicate a thousand of them in a day. You know, you got to replicate a thousand of them in an hour, you got to replicate a thousand of them in in minutes. Like that's that's the scalability of taking an idea that would sell and turning it into a product. So Yes, you've done a lot of the preliminary work. I would say what you have done is proven concept and proven that people want your idea. The challenge right now is you have to go back to the drawing board. And it's not really the drawing board. It's much easier for us to then say, here's what we can make, and here's how it would scale. And here's your margins and here's your cost. Cause that's just a business conversation. Other than that, it's a hobby. Yep. So you mentioned scaling. Let's get into that. Design for manufacturing, DFM. What is it? And once you have it. What's it that's that's the biggest part that but people, you know, everyone says, Well, I've already done all that work. If you've done all that work without the DFM process, you really have not done the work. The DFM is it's designed for manufacturing. So imagine knowing that I'm not using a handmade process. I can make a clay cup out of a you know, you've seen people spin clay and they they make it. That's long and arduous. it's c artisan. You can make one. But if I want to mold this and make a thousand of them at a time, there's a tool that needs to be made. There's a machine that's gonna press this. There's A certain mixing, chem you know, whatever whatever this clay or or or porcelain's made from, it's in vats that get made. So we have to design this product to fit that process, not the other way around. If you design the product to like ignore that process, now someone has to make a lot of adjustments to the machines that are out there. There might be transportation or logistics, or you imagine taking this out of a wet porcelain clay mold or whatever they do. And now it has to go to another factory across town or across provinces or across state, you know, like countries that that has to go and dry it and cure it. Like that in that transportation, you would have a lot of failure. And so that is failure equal, you know, is where your margins start to get diminished. If you accept failure, you're gonna have a very high cost, low margin product. The idea is let's align with how it actually is manufactured and then design the elements that we need to it. So that we can say this cup can sell for ten dollars and I know how to make it for a dollar fifty. We just had two people on a trip to China visiting dozens of factories across three weeks. Each factory does a very small specific facet of a product. And sometimes a single product might have eight or ten or twelve different factories making different components. And then finally there's a thirteenth one who has to put it all together. It's it's crazy. You know, I I I I would even say, like in that DFM process, I I talked to a client yesterday and and they're They're hiring us. It's great product. they got quoted a way to do something that I haven't seen quoted in a long time. And I was like, wait a minute, that's that's the least way that I would make it. They used a thermal form. So plastic thermoforming is where you create a tool and you put a sheet of plastic over it, and then you vacuum seal it under heat, and then it takes that shape. I'm like, your product is not developed to do that. Like I said, yes, the tooling was cheap, and I can probably get that. Cut down to by about a quarter in our process. But even then, your unit costs must have been way higher than what you were expecting. He goes, my gosh, it was right. So, like knowing that here's what happened. That person went and found a factory that has the equipment. And instead of DFMing, designing it for all the different ways it can be made, he got a quote for the one way that company could make it. Is that wrong? No. It it's like that that that's what that company's invested in. They make other things like that. But the process is right for what they have, but it's wrong for the product. Where in our world, I could easily say, let's DFM in this in a different process, or let's look at plastic injection molding, blow mold injection, thermal form injection, like or thermal forming. Like these are the things that the team does. So we can come up with the right product, the best product at the lowest cost that gets you the d you know, the That's designed for manufacturing. Yeah. Well, that brings us to the next question. Actually, once you're in the manufacturing stage and you send out a bunch of requests for quotes to a bunch of factories and you get those quotes, what's next? Look at that's a that's a great analogy. And here's where you here's probably the reason why you're asking what's next. You're not getting the quotes you thought you were gonna get. Or your per piece price is way too high for what you understand it should be in the market, right? And that's just you're probably at the wrong factory. Or there's probably too many middle people in between that are marking up little things that they are. you know, doing along the way. Ever everybody's gotta earn their living. So in our world, the manufacturers that we work with, I've eliminated every middle person. I use that word very clearly. We are representatives of a hundred and seventy different manufacturers who do not have the team of people that we do. We offer a service to them. They offer us the equipment. We know the equipment intimately and they know our capabilities intimately. That's why we have a team in China on the ground. Thank you. That's why we have Sander as our as our in house go between so like I will tell you that that is Not a shortcut, right? That's just like that that's an efficiency of scale. Yeah. And in order to do that efficiently with a hundred and seventy different manufacturers and capabilities, like Steve, everyone told us when we started, you should just pick a lane and stick to it. Like you should just make one thing. That's a very manufacturing thing. And I get it, right? You know how much equipment costs? Like it's it's millions of dollars of investment. Real estate, people, time, water, energy, like all those things that you have to invest in to manufacture one thing. I just could never believe that anybody had an idea that fit into like a one process thing. So that's where fortunately, you know, again, when I met Dan, I always give him the credit. He had the he had the original network that we needed. Then Sander came along and we had a few others. And we've been developing that network of manufacturers where we know that we can go source the material sell ourselves, bring it into the best tooling manufacturer that we have, move that tool to the best manufacturer we have, put it all together, like you said. Yeah, there could be 13 steps. It all ends up in our last facility to be able to get the right quote. And I think that's really the thing that people don't understand. You know you're not getting the right quote. It's because you haven't explored every option. And just going back to this is how this is how circular this is, your CAD model probably needs to be adjusted for each different way that you manufacture. So can you imagine if you hired a third party design firm and CAD and CAD person for six different manufacturers, you've got to go and adjust that CAD six times. How about we just pick the right way to make it the first time so that we're not wasting all this extra time? I th we have a ton of other podcasts about the horizontal manufacturing process at at 52 launch. But the what's next is, you know, DFM is how you get accurate coding. And and really, that's the most important thing. You don't want to have surprises in the production order that all of a sudden spike your cost by 30, 40, 50 percent. You want to know exactly this is what it's gonna cost, this is how it's gonna be made, all the devil's in the details, and let's go forward and start the mass pro. I I just want to ask in ten years, how often were you and Dan told you're stretching yourselves way too thin? There's no way this I mean, it I I was told that four times today. I got kicked out of a manager's meeting today because they're like, You're stretching us too thin. Look at that's part of my vision, right? It's part of Dan's vision, it's part of the company. We're never gonna be the same company we were yesterday. If we are, someone's gonna catch up to us. And you know, maybe maybe the attitude is I don't want anybody to ever catch us. I'm I'm not here to I'm not here to compete. I'm here to be the leader in the industry. Correct. All right. So All right, next up, let's talk margins. I I know Bobby always says it if you don't have margins, you don't have a business. You can't have a business without margins. So look, you know, again, why margins are important? It answers the number one question that everybody tries to do. And, you know, I'm gonna call out some of the people that have more of an accounting mindset about they want they want to know what they're gonna make before they make it. It's impossible. You know, I can't predict the future. I can't predict when someone something's gonna go viral. I think you should watch the video that we did with Lobster Intivity with Chris. Alfonso, I think he's got a really good understanding of like you work to get to that moment where you become a brand. When you become a brand, then you work to keep promoting that brand so that you can get trust and people will buy from you. And and I think that's that's the way it works. And in order for that to be successful, you have to have margins on your first sale. Like you have to optim not optimistically, you have you've sorry, you have to factually know that your margin are your margins are going to be there when someone does buy. Volume is never guaranteed. You have to go find your volume. You have to go find them one at a time. But in our process, if you don't have margin and you find your volume, you're gonna peep you're gonna be paying people to buy your product, right? So margin first. Absolutely. And then so let's get into the bridge meeting, the final decision point of the accelerator program. This is where we talk funding. This is where we talk about the production order. I I think it's the most man, it it is just the most important day of your life. Like this is the You can equate it to a go no go, but it really isn't. If it was a no-go no no-go, it means that we would have to go back in our process. Our process is to make sure we get to the bridge meeting and everybody can understand this is the next step to go to manufacturing. All the details are there. This is usually where, as you put next to it, the bridge meeting does mean funding. In a lot of our cases, people have been prepared and they understand like they already know there's no surprises. This is what the funding is gonna require, and they go and do it. in pr a lower amount of people percentage, we have to go talk to the investors. And so we have to give them all the answers. Now, have I had an investor go through that six months of all the details? No. But this document will give them every detail that they know or need to know, answer every question that they have to know so that they can make the informed decision to say, okay, I'm gonna initiate the next part of this process, which is the production order. We give them the proof that there's a market for the product. We tell them why they product is designed most efficiently and functionally exactly to meet that market. We we give them on everything we need. We give them strategy plan on how to actually reach that market, the content plan on how we're going to look to that audience. Like it is it is the it is a you know it's the day that you can actually see your product come to life before you've actually made the product. So I I equate it to like the blueprint in the drawings that you could see the home that you're building, the kitchen that you're about to invest in. Like you know that there's not going to be any surprises. And anybody that's built a home or a kitchen or Done any type project, you understand that the overruns is what kills you. And there's always overruns. We don't have overruns. Yeah. That is the goal because we can't afford not that we can't afford them. We don't. That means it's a it's a pivot that we should have discovered and moved on from or resolved before we went to production. Well then, so once you're in production and you get that sample, oftentimes the sample comes back, it's already looking great. You think it's it's ready for launch, even for for sales, but not always the case. So I I always ask for a little forgiveness, right? I'm sorry if your ex hurt you at this point, but this is where we're not, we're not your ex, right? This is where other companies miss the the the key sequence of steps. You know, in order to make a real product, you have to have a real tool. If you're not making the tool, you're making a version of your product that is not real. Right. So that's where sample to me comes after tooling. If you're gonna make a sample, do it after you've invested in the tool. Now we have some safeguards, right? There is a process to making a tool in prog in in progression and Sander can you know do a podcast on this but the progression of a tool is not to be perfect on the first shot it's to allow for margin of error in a manner that we have you know you can't put more steel back into a tool you can take a little bit more off at a time and so usually it's the it's the rough tool that we do a sh a shot off of then we do a adjustment to you know is there's some sort of adjustment to that tool and then there's a texture to that tool. It's it's a process, right? And and that's where We don't want to make a mistake. We want to make sure that this is the right part. Now, can we rush that? Yeah. I I wish we could. I don't think we should. I think if you have an abundance of money, yes, you could buy 10 tools and we can try it all at the same time and we can rush through that way. But that's that's a that would be the way a large corporation might consider it. That is not the way an individual maker would want to do it. We were just on WCVB Chronicle a few nights ago. Our our designer Ian was interviewed and he was saying how oftentimes the changes are so minuscule, just j just a few millimeters here, a few degrees there. Yeah. But that can make sweeping changes across the trip process. Imagine if that little click is not a very good click and the box keeps opening. It's not a problem, it's a minor adjustment. But that does take an adjustment in the tool. Cause look at a tool Is the only way that you can repetitively make a product consistently over long periods of time and at high volume and at high speed. Right. If you had to adjust every time you made the box with a hinge or whatever, the labor costs would be outrageous and you couldn't do that. So it's so important. And again, we should probably add that clip where Ian talks about the the importance of that. But all right, so with production order, we started the tooling, we're done. What's next? So you've approved your sample, you're ready to go into Mass Pro. What's next? So look at Mass Pro is probably the most exciting day that we should celebrate more around here. It means that all the hard work is behind us. And it also means that the life cycle of your product is about to get real and that work is in front of you. So what's next? from the there's two parts of those what's next. If I just look at the production cycle, the mass production, it gets completed. Then we send an FQC team. Sander and I talked about that yesterday. that is when we have to finalize payment to the factory and release product so that it gets into the shipping process. Sander again talked about the customs that get it out of a country and also get into a country. The shipment is not a smooth process. There's a many options. There's fast boats, there's short boats, there's canals. Panama Canal right now for the last six years has been a little bit daunting. there's a there's a weather pattern that that that is not a It's not a guarantee that you're gonna have all the amount of water that you need for the traffic to flow the way it normally did. I can also tell you, like, it's nobody's fault. that that finished construction in nineteen fourteen. I can assure you that the boats that are trav traversing that right now are not the same boats that they were in nineteen fourteen. So, you know, has anybody made infrastructure train changes to that? I'm sure they have. I'm sure that there's things that have gotten better, but the sheer size and volume of what is transporting now in this new world, like I don't know how many people there were in the earth in in nineteen fourteen, but I do know it's not nearly as many as the one as as how many people are here now. And there was not as many e commerce sellers. I I would I I would think that yeah, that thank you. And it wasn't filled with like, you know, better can openers. So, you know, that that that's but that's part of the process, right? So I think we started a podcast series called It's just a normal Tuesday. just a normal Tuesday means I know all the things that you might be finding out for the first time are gonna be sound are gonna sound horrific. They're gonna be disheartening. They're gonna be, my gosh, what do I do next? Don't worry. We we know it's next. We've done this thousands of times. For us, what you're panicking about or what you're discovering for the for for the first time is just a normal Tuesday to us. So if you want your eyes opened about what the shipping world looks like, go check out that episode yesterday between Teeter and Sander. It's you I always tell mind blowing. I always tell people you learn everything you would ever need to know about how to get a product to market through us. The first time you hire us because you don't know how to do it. The second time you hire us because you know how much work we do on your behalf to make it happen. Yep. And so I'm proud of that. That that's a that's because we have this list of what's next, right? So the minute it gets out of customs, where does it go? Right? This is the this is the one call that everybody gets in a panic. It's gotta go somewhere. It's gotta go somewhere. It's gotta go somewhere. Just go back to bed, people. I got I got you. We got a three PL service. We have over fifteen or twenty thousand square feet here in the in the facility that is dedicated to three PL. Now, Steve. Question here to ask is why the heck would I want to get into the 3PL business? I have zero interest in being a 3PL. There's no, there's no margins in this. It's a dirty business. I'll tell you why we do it. I have found that other 3PL companies just did not do my clients a w a good enough service. Yeah. And when we are trying to get the first thousand products launched, I think it's important for us to work together and help launch it. If you have your own 3PL, I have no problem. You send it to your own 3PL. We're we're not here to to hold your your shipments, you know, hostage. I'm here because I'm the lowest cost. For the and the most patient I've got I'm set up for. And I highly consider I highly recommend you consider it. But you know, the minute the three PL is done, here's the next thing you have to do. You gotta s test it. Gotta test it. Gotta make sure like the system works. That you know, again, a sale came in on your Shopify account or your Amazon account, and then it actually got to the end consumer. One or two times. I highly recommend testing it. That is something that people just skip that process. the reason why you want to do that is because. You know, I think people forget that there's a there's a third party logistics company in between that does what they call last mile shipping. You've all seen their trucks show up on your driveway. some are, you know, red and blue, some are you know, have the the little arrow on it. You know, some of them have the yellow and orange, the VHL. Like they're all great companies. However, their job is in volume. Do they know what's in your do they know what's in the box? Do they have time to read fragile? And that's just a box. It's just a box, man. It's just a box. So, you know, let's make sure we test it. And I always recommend this is the part where, you know, trust our three PL team to make sure that we package and ship it. And if we say that we need an extra cargo box, it's not that we missed it. It's just in the test, it's more important that the product arrives undamaged. Own it, all of it is one of our core values. Why outsource something when you don't have to? It's easy for us to also go into over protective mode and and over package things. Like we've all had those Christmas Day moments with the kids where you can't get the damn toy out of the box because it is so secured to the box. Like I I used to, you know, again, I used to take them apart, put take all those things off because it killed the experience for the kids, right? That's that's the new trend online. You unpackage everything before you wrap it for your kids to open. And just for the kids watching, Santa Claus is real. All right. I didn't do this, I just helped them out. Someone's eating those cookies. Someone's eating those cookies. That's way I see it. so that's that's the mass pro side. Now, that's the that's the part that got started to get your product here, and and that's the physical part. The emotional part is where marketing starts. This is the this is the brand new day. This is your, you know, I always say that your relationship with making the product and our and our product development team is the shortest blip in your product's journey. Because marketing now is really, you know, this is the time where. All the pre launch activation, all the stuff that we've talked about, all the lists that you've built, all the people that you've got primed, like the procs here now. Yeah. Right. We can we can actually go and sell it. and this is the you know, just the one thing that I always say somewhere in the what's next conversation, and I'm I'm working on where that that needs to be as well. People are so protective of their idea when they're really they should be sharing this from the moment you've made the decision that you're going to be selling it. Right. You can't keep it a secret for long. So Because you need to get audience. If you're going to keep it a secret till the end, you have to then say, All right, I'm sitting on inventory here now for at least a year before I can go build the audience. And I I'm just gonna encourage everybody. I I was always res respectful of the protection, but I'm kind of changing my tune. You we there's protection until you have your patent in place or your trademark in place. And even you on your trademark, you have time, but your patent once it's filed, we gotta go. We gotta start telling the world who you are, what we're doing. And we can't be waiting to the end. So your pre pro pre pre launch activation is really a big what's next in this in this model. and you have to have your go-to-market strategy and you have to own it, right? And the go-to-market strategy isn't about it's it's not about creating a lot of different content. It's about finding the message that resonates quickly, doing that over and over and over and over. Right. How many times do you see a Coke commercial? How many times do you see a Geico commercial? How times like It's the same message with maybe a caveman, maybe a a lizard, maybe but it's the same message. Yeah. Right. It's just a different way that you can visually represent the product that you're looking at. And I I'm gonna go with the we're on a very big Savannah banana kick. Marketing is about getting attention first, banana ball. We look at find your banana moment is what we're talking about, because in order to launch your product and launch and be successful, you gotta have a little bit of bananas in you. You gotta have a little bit. Bananas love it. All right. So go to market strategy. You have everything in place, your organic media strategy, paid media, Amazon, influencer marketing, affiliate, B2B, Gorilla, all sorts of things that we offer through Agency 53, I'm gonna add. And then finally, you launch your in-bit launch. You know, the I'm gonna probably use the the most common one. You know, we've all watched the Kentucky Derby. Mm-hmm. And you've got a number of horses that are gated in and The minute that little bell goes and those gates open, you're off. You're off. So this is what I need you to imagine that every one of those horses is yours. And you have to dis you have to hold them back, right? Imagine the the the you know, trying to keep a thoroughbred, a race horse like back is is like I couldn't imagine. I I I've raced cars, I've raced motorcycles, I've I've raced in my life. I'm a skier. Like holding back on that gate when you know it's go time is the hardest part, but it's the most important moment. Because it's focus. It's about saying, I am going to launch something and everybody is going to go full. We're all going out of the gate together. So all your influencers are going to post. All the content's going to go up. Like that's the that's the part that I think most clients are a little afraid of. And it should be the most exciting day about your launch. Because it feels you feel so exposed at that moment. We're like, Okay, well, great. Are people even gonna like it? Are people even gonna buy it? But It doesn't like you said, you know, and and look. The bell goes off, you gotta go. Well, look at Erica came in yesterday with and look, I will tell you, you you mentioned Chronicle. We got this amazing voicemail yesterday from a woman that thought we were just the biggest, you know. I won't get into it, but she was not a fan. Let's put it that way. But that to me, you accept that, right? Like, unfortunately, I can't, I don't I still couldn't tell you in the world why the first people that are gonna make comments on you are gonna be the haters. Embrace them. Haters, you know, they hate us because they ain't us. And that is the biggest truth that I can tell people. But I will share one thing. I learned a long time ago in my media days back in the 90s. The when you get those haters that are calling you, leave you a message. I'm gonna tell you, we we take our phone numbers off because I'd rather we do this through an email process. That woman went through a lot to go find a phone number to call us. And that means you've you've arrived. That's that's that means you've you've reached critical mass, right? And that's like one of the most important moments that you have to understand that your brand arrived. You're gonna get good brand awareness and you're also gonna get some people that don't like your brand. That's okay because it's part of the process. If someone is going through that much trouble to be that angry at you, you have to be doing something right. Exactly. That's exactly the point is that the negative person is the first indicator that you've arrived, that it's real because they've formed an opinion, but they are the ones that are angry and whatever happened to them in the world, again, you know, forgive them. But they're the first indication that you actually are on the right track. Don't take that to heart. Both positive and negative opinions are good. It's the indifferent people that you don't want. Well, you're 100% right. And I'll just go, you know, one step further. Like, what does it take? Like happy people don't generally like they're not emotionally triggered to they already their emotional acceptance was they bought your product. Yeah. Right. The ones that don't want to buy your product are going to go through another process which is similar to buying, but it's the opposite. Yeah. They're not buying, but they're going to let you know that you're an idiot. Don't believe You're not. That's the that's part of the process. Own it, appreciate it. but you're right. If if people are forming opinions, that means you're in the sale zone. If they're if you're tired kicking, if no one ever reaches out to you, or if they say, that's cute, no, go back to the drawing board. Let's make sure people go, I love it or I hate it, because that's part of the process to make sure you can sell it. Wonderful. Let's wrap it all up, Peter. Let's bring it on home. If somebody has an idea, what should they do next? you know, you go to our website and you fill out the consultation form. They are free. the what's next there is look at right off the bat. I tell people that we are not here to steal ideas. We acknowledge that we are under non-disclosure. I highly recommend you fill out the form so that we can talk about the things that are that are important. a video call, it's a must because there's too much show and tell. You know, let's bring our A games. I wanna in a half an hour, I want to give you the best advice that I can give you. Make sure that we're aligned, give you advice if I don't think we are, or give you a st a a point of time that you are where you are at and what you need to do next, because there are some steps before here that we can help you out. And that's I've got a bunch of podcasts for as well. Peter, I sit in the same office as you. I I listen in about many of your calls and you give you your info dumping, basically. I mean it it's important to me. Look at I I you know, I I come from In two thousand eight, I used to do some videos and we can I'll show to you so I can embarrass myself. But I used to do videos for the automotive industry, for magazines. And I would say I was I was in it at the same time, Gary Vee. That's I've been following Gary Vee since his wine days. And I I do believe like you gotta give it away. You gotta give all your content away. what I do, anybody can do. The difference is I have the team the s set up to do it. I hired the right people to help me achieve what I know we need to do. It wasn't because people I I just said, I'm gonna do X, Y, and Z. I knew what you wanted and I know how to deliver it. And over ten years, this is not like this list is pretty solid now. And I'm sure it's gonna change and I'm sure there's a lot more what's next. But that's what I'm on the journey. And I challenge anybody to call anybody that's in my space or says that they're like us to ask them the what's next questions. I guarantee you the minute you hit the wall and they start stuttering, I can answer them for you. Yeah. I get a bunch of outreach messages from people saying, I've got ten great ideas for your audience to grow, whatever, and and there's no catch. And I'll say, Well, if there's no catch, how can you only give me in your first email? So it's Yeah. Give it away. Give it away. It's it's you it's our form of transparency. Is this easy? No. Right? Is there days that like we don't have some failure or some things that don't go the way we want? Well, that's just a normal Tuesday. That's a normal Tuesday. Awesome. Well, thanks for tuning in. Go to fifty two launch dot com to chat with Peter or Bobby and let's make your product a reality. Thanks for watching.