David Eckstein

And when you break your stroke, you slow down.

And that 0.1 millisecond that you end up slowing down might mean the difference between winning and losing that race.

And so that's something that we teach all of our Ligurians is just focus on finishing that race as hard as you can and hitting that wall.

And that's what I say about competition.

Competition is a forcing function because you want to win your customer's trust.

And without competition, you are not constantly earning the right to get that customer's renewal or earn that customer's initial check.

And they don't have another option.

But I can't think of a single industry where there's one vendor and there's no other option.

Every single industry has multiple options because there's a large market out there.

Now, the question that we have to ask ourselves is, is this a winner-take-all market or is this a winner-take-most market?

And we wake up every day with this concept called blodsmak, which is a Swedish term, which is you wake up with the metallic taste of blood in your mouth.

And we like to live with that concept because we believe in intensity.

We want to work as if there is no second place.

There's only first place.

We started after the market was created and we not only want to catch up, we want to surpass the rest of the market.

And that means we have to out-innovate.

We have to out-think.

We have to stay close to our customers.

We have to operate with a deep sense of humility.

And because of that, we have done an incredible job over the last two years.