From day one, austin and i were our customer. The number three thing that helped us achieve our goal wis selling morning brew is dog footing. We would always say, if this news letter doesn't keep us engaged from the first word to the last word, we can't expect it to keep anyone else engaged. Next up, number four is independent thinking. Think about how big of an advantage that is. I know several founders that have built remarkably successful businesses even though they are not their customer.