Your career launches take us through your path to Chalice.

Yeah, so I love writing, but I also don't have like, I don't come from like generational wealth or anything that would have allowed me to graduate from Duke and become a full-time writer.

So I ended up though working at the Atlantic Monthly or the Atlantic Media Group, which has the Atlantic Monthly to be close to it, you know, and I thought maybe I would transition over.

But instead, it was on the business analyst team.

And we were literally educating the CEO on what a CPM was because they were still selling all of their online ads as like a fixed cost, like a magazine page.

That's like my, you know, that was in 2005.

So it's like not the earliest internet days, but like kind of early.

Where are we

[chuckles]

Yeah.

Yeah, I'll give you an example.

Um, it's our newest case study to come out, which is with, um, with Bayer and their vitamin brand One A Day.

And so, um, I think it's a great example.

So Bayer is, um, is a Amazon DSP customer, right? They have a broader relationship with Amazon that, um, that has, that is, has solidified them as an Amazon DSP customer.

Um, but over 80% of One A Day sales still happen in stores.

Um, I think I'm smart, but I'm not an engineer.

So there might be a follow-up question in and amongst it, but it'd be great just to get an idea about how you went in building that challenge.

Yeah.

Yeah.

So what I tell people who come to me who are thinking about founding a company, but they're not sure, I tell them that it's like having a child.

There's never a good time or like a perfect time in your life to do that.

And also you will have no control, even though you think you will once that child comes into the universe.

Yeah.

What sort of tips would you give to those looking to stand out, excel, be different? What sort of advice would you give to those looking to excel?

And so you just kind of have to assume it's still broken until proven otherwise and just keep going.

Adam actually worked with our second co-founder, Ken, before me.

So he was like looking for a data scientist for hire and found Ken.

And then they were starting to put things together.

I was laid off.

I was furloughed, which was basically being slowly laid off of my job.

non-ad tech adventure at Alfred and which imploded in the beginning of the pandemic and Adam started to be like you work you work to Google can I put you on the website as the COO because that's impressive and then like oh Ali could you write uh could you do like a business model for us like forecasting the first five years of like revenue and client makeup and I was for investors.

But