Was there something that happened in your own career or in your own experience where you realized companies don't grow linearly and that they often grow faster by finding one main leverage point?

Yeah.

And it kind of came to like, we work with so many companies that'll hit seven figures and then they just hit a wall and they can't scale.

And I was like, this is interesting.

I was like, let me go deeper on this.

And then I saw the stat that it's like only 5% of companies hit seven figures.

And then of that only 0.4% hit eight figures.

What do marketers misunderstand about payback period and why can a company growing revenue rapidly still get itself into trouble?

yeah

but you were talking about uh catchphrases or whatever or anything that color guys do can i tell you mark couldn't remember but there's something he did during the state playoff game The kicker kicked a low, I don't know if it was a kickoff, but Mark, I'm listening to the game, and he calls it, well, there's another worm burner.

Okay.

And that's what he called it when it was a low kick.

That's okay.

I use that in my golf game.

actually done

this for the last 15 years.