Yeah

... and I mean, we're certainly not in the business of deceiving people.

I think, I think probably what's more in, in my history is a com- maybe, maybe poor communication, poor setting of expectations, um, probably on both sides.

Uh, poor, um, just-- and maybe not just poor, but just, like, wildly, wildly different coming in, coming into the relationship with wildly different expectations and not being clear about what those are, and maybe not even knowing what they are, frankly.

And that just leading to, like, really poor outcomes.

Yeah

... uh, blocking and tackling so that then you can release...

So, so imagine the, just think of a creative, an artist who does amazing, beautiful long-form explainers.

Yeah.

Uh, as we all know, uh, the main constraint in an e-commerce brand is cash.

Uh, you just, you can't get enough cash quick enough to, to feed the beast and, and buy more inventory to scale.

There are other constraints, but that's like the main one.

That's like the, the dragon.

Um, for us, the constraints are, uh, us as people and energy and time and bandwidth.

You know, you and I have talked, not as much on the podcast, but, but between the two of us about like, like I can only go so fast as one person, and like we're, we're doing a lot.

Yeah

Like, what, what are those two things you just referenced, and why do we care about them?

Yeah.

Um, well, for AJF, I envision the service, uh, as-- let's, let's start with the creator management.

You know, uh, a, um...

We're not interested at this stage in our business in getting into, like, um, the, uh, [clears throat] uh, what would you call it? The, the sourcing of creators, the, like, uh, gifting.

You know, the whole, that whole supp- the creator supply chain, we're not interested in.

What we're interested in is if our brands have creators, we wanna take on the management, the ta- the talent management side of it.

Don't go do the agency grow too fast thing.

Yeah

... people on our team to be experts at Higgs Field and, like, on the bleeding edge of...

Maybe there's 80 different features in Higgs Field.

There's probably a lot more than that.

It's kind of overwhelming.

And, you know, maybe only two of them are useful for a business, but, but those two, a cat hook, you know, knocking over a bottle of, you know.

Those, somebody's gonna come across one feature in Higgs Fields that, that's gonna change our business.

Yeah