Brad Costanzo

Throughout the entire thing.

Remember, this is my first physical product e-com.

Commerce business, we've had a lot of supply issues.

We've had a lot of, oh crap, that didn't work moments and then retooling everything.

So I'm expecting fourth quarter to be a lot bigger because I just... Honestly, I underestimated how much work this was going to be.

It's one thing to build it, but

If you build it, they don't necessarily come.

I've spent a lot of money testing ads.

And I knew this going in, but I confirmed it, that it is hard to sell a consumable product that's totally based on taste through just a Facebook ad.

So it's so funny.

I have Googled so many times Hillary Clinton coffee and I found some where she's holding a coffee mug.

I'm like, can I Photoshop?

Yeah, I would be.

Right.

And you know, it's different than all of the consulting that I've done or a lot of the consulting I've done in the past.

I've always used every business I've done as a marketing laboratory and that's allowed me to claim a win even when I have a loss.

It's like, oh, well, shit, I learned something really cool.

But...

this has allowed me to use my creative side and understanding of the, all the various channels.

Cause I'm not a specialist in Facebook advertising or in sales copy or funnels or this, that or the other, but I have a good mastery of all of them or enough.