The Complexity of Selling to a Specific Buyer Group

The Amazon is in the Wal-Mart to the world, right? So it makes a really interesting sort of ICP challenge for you as a marketer. You've got people who go all the way up to some of the largest brands in the world, all the way down to Bob's bait shop. So how does that impact the way that you go to market and your marketing in general? Yeah, it's complex. And not only the complexity of dealing with smaller shops to larger shops, but then I also have the, we've been selling to this one specific buying group for quite a while.