We're building this the wrong way when it came to our marketing.

There have been multiple oh crap moments because we've also acquired other brands along the way, right? So like we've launched other brands, we've incubated other brands, we're just gluttons for punishment.

So we've decided to like add more to our consumer product journey misery.

So we're like, oh, this is difficult.

Let's make it harder.

But I think what's also like, If you are still listening or watching, it's even more unfortunate.

But if you're still here, there's some real big lessons that we've learned over the years.

Episode number three.