When the demands of scaling airzine gets intense, what are the warning signs you look for in yourself to ensure you don't slip back into those old burnout-inducing habits? When you start listening

to your body, it gives you all the information, the data that no variable can offer you.

Doesn't matter how much money you spend on it and what numbers it shows on the screen.

And so what I did was...

When I started my new venture, one thing I realized was that when you start building consciously, and by the way, this is not just for my own venture, like actually sit on advisory boards of multiple startups.

I actually am an advisor and mentor for many highly successful founders doing anywhere between 10 million to like almost $300 million a year.

And so the common phenomena is that you look at two things.

Can you tell us about a time post-burnout when you had to make a difficult decision to walk away from a highly profitable path or opportunity because it violated your new standard of conscious building? What did it cost you in the short term and what did you gain in the long run?

It's how that unlocks part of a greater expression of brand.

I think one of the biggest mistakes, it's such an interesting point, and I think one of the biggest mistakes that we see hotel owners, operators, brands make is that as much as, you know, because scent marketing is very real and like the neuroscience behind it and the psychology behind it, that is very real.

And that was something that was a trend in the past decade where a lot of companies, they approach the hotels and brands and they were like, hey, this is scent marketing.

And we're a big believer in that.

In fact, we actually tell hotels that when you have a distinct scent for your brand, that is basically having your logo in the air.

We really own that term, which is reality.

Having said that, I believe being in 2026 where a consumer, a typical consumer, and then when you look at actually the spend in hospitality where the wellness tourism has far surpassed the leisure tourism in terms of the spend that the guests do, depending on the two categories.

What's your process? Like, what's the sort of starting point of scent design? What's the mood board version of a scent design process?