Eddie Hartman

Because you were focused on acquiring.

You didn't really charge them very much.

You discounted heavily.

You gave away free stuff.

Of course you did because you didn't want to hear no.

You wanted to acquire.

And that's the problem.

Or you're that person who said, I'm going to create a great product and I'm going to charge a lot for it because it's going to be super premium.

Fantastic.

But then one day somebody creates a knockoff version of what you're doing and they're acquiring, acquiring, acquiring and they eat your lunch.

The problem is people get stuck in this one engine mindset.

They do one thing super well and they lean into it.

They need more than one engine, Paul.

If you don't want to stall, you've got to get wallet share and market share.

You can't do just one.

This is where companies fail.

We have examples in the book.

We work, ship, you know, we have a lot of examples of companies because we research thousands where the thing that brought them down and cost them, you

not just all their investors' money, but I mean, the confidence and belief of the people who followed them.

Think about how much people sacrifice when they're starting something.