Sam Hyde and Steuart Botchford, co-owners of Northstar Fertility, share their journey in the surrogacy and egg donation business. They discuss innovative strategies for identifying value levers and enhancing growth through targeted sales and marketing investments. The duo reflects on balancing short-term successes with long-term vision, emphasizing a culture of experimentation and transparency. They also highlight their unique pricing model, aimed at simplifying the surrogacy journey while steadily fostering client trust and team empowerment.