Chris Koerner

And therefore what you can iterate on, change, expand.

If you didn't, then you might miss something.

Exactly.

Because so often I've made the mistake of looking at another business and saying, oh man, why are they doing that?

Why are they charging like that?

They're charging all these different things.

That's so confusing.

I made this mistake.

I had an e-commerce fulfillment business where brands would send us all their products.

We had this big warehouse and we would ship all of their stuff out, right?

And I was like, why do they have storage fees, pick, pack, and ship fees?

They charge fees for tracking their expiration dates.

They charge extra fees if there's five items in a box versus four.

There's so much friction there.

That's so messy.

We're going to make this simple.

We're going to just one flat fee, no storage fee, and that's going to be our differentiator, right?

And then over time, over the course of months and years, we learned, oh, storage fees.

It's because sometimes your customers go out of business and then you're left holding the bill.

And like your storage costs are actually very high.