How do you distinguish what goes on your personal channels versus the brand account channel?

Yeah.

One time somebody gave me this great analogy, which I loved, which was think of your brand as like a boy band or a girl band or just a band generally.

And each person, so whether it's the founder, whether there's other characters that you make up that are part of this brand, they are each individual band members.

And they have distinct personalities that all sort of funnel up into Sour Milk, but they attract different types of people.

And so, you know, if you think about One Direction, let's just use that as a very easy example, like Harry Styles attracts one type of person, Zayn attracts another type of person.

And so you get actually a broader audience who are into One Direction because you have these individual nodes that are reaching out into the world.

But your thoughts on like these brands now, I think wanting to get faces to the brand.

What was it like gut feeling? Was it data driven? Like, how did you narrow in on this specifically?

It was both.

So we were living in SF.

She was making, she was having a whole host of health issues and she realized it was all stemming from the microbiome.

And she had this doctor who was like, okay, let's put you on this protocol.

I don't know, a lot of people are familiar with SIBO, but she was having these like bacterial overgrowth and let's take these antibiotics and probiotics and all these pills.

And she was an athlete at Stanford.

Do you have social media experience? Do you have like personal brand building experience or were you kind of just like, screw it, just go?

Everything was lining up, and then we hit this snag." So what's the story behind the name Sour Milk?

Oh, yeah.

I mean, it was horrible.

Like, it was [laughs] one of those things where...

The real story is we got...

I went to Expo West.

There's another company out there called Benny.

And I, and I'm really curious from your perspective, if you were to redo, um, this all over again, what would be one of the best decisions that you guys made for your company, and what would be one of the less smarter decisions that you guys made so far?

me in my career.

And I started working there.

I worked in private equity for four and a half years.

Learned a ton, always knowing this was not going to be the final resting place for me, but the stepping stone for whatever was next.

And I didn't know what was next.

I just knew that it was going to be the opportunity would present itself.

And that's what happened is then when I was starting to think about where I wanted to learn more, what I wanted to dig into, I wanted to go into health.

So what is one of those zero to one tips that you have that you feel like more people should know about?