“A 30, 40-year-old founder doesn't understand what an 18-year-old kid who's in these Discord chats, scrolling every day on Instagram and TikTok, understands. They don't understand what's actually working and the best ways to approach these new channels. If you have young people next to you in whatever industry you're in, I think it's a no-brainer to have someone like that on your team.”

I think I've seen this example honestly in a lot of different industries. I don't know if you've heard of Jimmy Farley, but he's like one of the TikTok shop like OG guys. He's been on there, I don't know, since he was like 17, built a huge agency, works with some of the biggest brands. And recently, I think his agency got acquired by Physicians Choice for like $2 million. And now he's like in-house with them and also with other brands. But I've just seen this kid like surround himself. I mean, he's older than me now, but I've seen him surround himself with like all these older founders. And all these older founders of these e-comm brands are always like just talking about how having a Jimmy next to you is like so much alpha because a 30, 40 year old founder doesn't understand what an 18 year old kid who's in these Discord chats or who's scrolling every day on Instagram and TikTok, they don't understand what's actually working and the best ways to approach these new channels. And if you have young people next to you in whatever industry you are, whether you're in SaaS, you're in e-comm, whatever it is, and you just find someone that kind of understands the things that…