When did you first realize that there was an opportunity to win in this space? And then what action did you take?

Yeah, yeah, I love that question.

I think the earliest kind of formation really predates even, so Borb and I, we met back at MIT, but really the story predates that.

It actually started, I grew up answering the phones for my mom's acupuncture business, which is one of the first ever acupuncture businesses in Pennsylvania.

And I always remember my mom would say, wherever you are in the house, Tyson, as soon as you hear the phone ringing, stop what you're doing and chase that phone down.

Because the sound of the phone ringing is the sound of money.

Apoorva has also a very kind of a similar story.

So what's it like building a company today in not just the digital native generation, but now in the AI generation? Who do you look for? What makes a great team player? And what are some of the things that you just don't have to deal with anymore when you're building a company in this way?

It beats Google every month, but it works that way because we have the system to capture and contact and book that

lead.

Direct mail too.

Direct mail is perfect.

Yeah.

I mean, for our business, like people didn't think cold, they're like, Oh, cold calling doesn't work anymore.

It's like, well, no cold calling doesn't work for your businesses, but it literally like cold calling now like generates over a third of all of our leads.

Cause I think that that could get crazy pretty quick.