Start-ups start off with an idea, and everything is really exciting. This is the very birth of a company. You then get to launch, traction, monization and growth. Getting going from launch and getting to traction is product market fit. Most companies will not be able to find prodet market fit. It's incredibly challenging. A number two is hiring and building a royal class team. And in the fourth one, we won't cover this too much because it's just sooo complicated. But i'm convinced that there's basically a only two hard things ad a start up? Number one is finding produt market fit. I put monization after traction because oftentimes that's