What was the moment you realized that boutique owners needed a community? Like, was there a certain moment or was there just things you saw, you know, what, what prompted this whole thing?

Well, it's really actually an interesting story because I think that sometimes pre-owning a business, we're sort of led astray and told that we have to have this perfect business plan.

Everything needs to be laid out.

We have to know exactly what we're doing, and then we start.

But my experience is that's completely backwards.

I think you have to start with what's the problem I'm trying to solve.

And sometimes the solution looks totally different once you finally reach the end point.

Yeah.

Hmm.

And I was like, huh, okay, this is, like, a huge light bulb moment for me.

And so I eventually, like within a couple of years, we moved from North Dakota to Wisconsin and I kind of carry this concept.

I have an opportunity after leaving economic development to build this online shopping mall of boutiques.

And so it was that idea of community over competition from those two stores where they came together and created a destination.

It was kind of the fuel for what I wanted to create at the Hub.

And so I started by building the online shopping mall of boutiques, but I ran into a chicken and an egg problem.

the strategy behind that?