And also because we

said, we don't want any money for the first six months.

We just want you to give us feedback on our product while we're building it.

And that just sounds like counterintuitive, right? Like you think you would release the best version of your product.

And we said, no, we just want to launch the bare basics and then learn from our customers and keep evolving the product.

That was the sort of one big thing we did that was pretty solid.

The other thing is we launched our product as a system of detection because at the time there wasn't a Genk Tech AI to be able to solve these problems.

Like, how should retailers and 3PLs, how should they get prepared if, you know, if they're not, I guess, already?

And how that changed?

Yeah, well, I think the really important part is like the transition from building Hurley, the Nike surfwear brand, And then moving to Australia and then running a chain of coffee stores, Gloria Jeans, I had to run 700.

So you know no one in Australia wants the job.

When you're fresh off the boat, you've got no experience in franchising, no experience in coffee, no experience in quick service retail, and they give you a director's role to turn it around.

No one wants the job.

And those are some of the darkest two years of my life because I walked into this room walked into the office and they're like, what does this guy know, right? But I had a really, really two things going for me.

One, I was willing to arrive at work at 5 a.m. and I was willing to leave work at 7 p.m. five days a week.

Can you take us to that PE Nation warehouse

What's that journey been like from then, for the last two years or so I think it's been, right?

Yeah, anything but linear, anything but straight, anything but easy, anything, no straight line, no finish line.

Only canyons, rivers, mountains, oceans and seas and polar caps, anything but straight.

So pretty typical.

Very typical.

And I remember when we got into this startup accelerator in Australia called Startmate.

And Startmate is the YC of Australia, like highly regarded, low acceptance rate, only 10 startups a year getting in it.

How did you come to that conclusion? Did your team just say, I mean, was it customer interviews where you're getting the feedback and they're just saying you're giving us problems and, you know, but you're not solving them? Was it that simple or was there more to the conversation with your team?