Tell us, what's the formula?

Well, there's a number of things to do, but I think the biggest thing is people identifying themselves as a business.

And a lot of businesses fail even before they become, because I talk about perception.

I talk about perception is key and perception is reality.

The thing is, because there's so much information coming at us, you've got to be really, really quick and direct with your message, your brand, and what you're selling exactly.

The thing is, people don't understand, firstly, who they are, who their clients are, and really and truly what channels to market that they should go after.

So let me expand on that for a second.

So how do you think, like how much of a founder goes into having a memorable brand or do founders kind of get in the way of having a memorable brand?