What can you share on that? Well, it was AI-pilled.

I was deeply, deeply into these tools and I believed that they were going to change the way we all work, but I didn't quite have the product in mind yet that I was going to build with them.

And so I decided I was going to explore consulting, which it's an easy thing to do in the sense that you are the product.

And so it's readily available to you and the cost of your first unit is sort of zero.

But it's totally unclear if someone wants to pay for your expertise or not when you're starting out.

And so I sat down with my strategist, who was Claude at that point, and Claude who had all the career coaching context that we had been through.

And we talked about what was holding me back from taking the plunge.

Can you just share how you came up with this brand that is very much you and fun? And it seemed like a cool part of the journey.

There's a

lot of CPG activity there.

And I just kind of can't believe how much of it there is.

And when you talk to these companies, there's a lot of unique angles on the products.

But what sits behind the products is it's a pretty common shape of tech stack and business model.

And so they're...

There is a right answer, I think, to how do you solve the LTV to CAC question, and how do you operationalize that on someone's Shopify store, plus probably Shopify now front end, plus Google and meta ad spend, plus customer service platform, one of three, plus 3PL service that's actually doing the shipping.

If you lose interest in the space you're working on or if the problem evolves to the point where you're not