"I was not strong enough at the time of the launch of go rock to sit and say I'm willing to just all my chips all in," he says. "At some point you have to decide because that it ain't gonna work out if you don't but I think you realize in that evolution of figuring out who you are and who the business is that unless you go all in you stand no chance yeah" He adds: "You should put some soul and some heart and some love into it and like really give it some meaning."