Conor Moules

But...

we understood that if we could create our own distribution channels, we obviously didn't have the money to compete in AdWords or compete in that kind of game.

So there was no point even looking at it.

Do you know what I mean?

But what we could do is storytell really compelling content and understood our customer and provide them a platform to almost tell their own stories, which in turn kind of digitizes word of mouth, which leads to digital land and expand.

And essentially, that's what we did.

Even today, content is a huge part of what we're doing, especially in the AI world.

And look, we've brought out features that no one else in the world has thought of, and they're kind of rolled up really quickly.

We were the first people globally to send a Google review straight to Google.

So instead of holding your reviews prisoner,

we would automate that.

So you're doing a five-star review, it gets sent straight to Google, the backend.

So stuff like that, that we've seen kind of competitors take pretty quickly, I think people will keep a very close eye in regards to what we're doing.

And you can't do anything to control that.

But what you can do is tell the story around what happened.

What you can do is build a moat around yourself with content that people understand fundamentally that we are with them.

We're not a software company.

We're a growth partner.

So they feel supported by us.

And naturally, the content kind of tells that story that