Eddie Hartman

So discovering that actually people wanted to pay in a fundamentally different way, they wanted a different relationship, was eye-opening and explosive.

It tripled the value of the company when we made that change in how we charged.

So the one thing we did right, we found out what people wanted to pay for and kind of were desperate to find something

That would provide these legal services for them at a rate that they could afford.

But what I wish we did was I wish we had looked deeper at really how do people want to be charged?

Because I think if we found that we would have realized much earlier what they wanted was a relationship and not just a transaction.

yeah oh man you found my favorite you found my my catnip i hate okay i've got a mother-in-law i love my mother-in-law not everybody loves their mother-in-law i love my mother-in-law she is awesome and she has a garden and that is her her big thing right it's her garden and she hates slugs like

if she could eliminate all the slugs in the world, she'd pay any amount of money to just get rid of all of them.

I feel the same way about churn.

I hate churn.

And I think it's because we took all of LegalZoom, we turned it, like I said, from transaction to relationship.

And when you do that,

You hate churn.

And it's personal on a level, right?

It's like, don't you love me anymore?

I like to say the one... Come on.

I like to say the one thing that everybody has in common that ever leaves you, ever, is that at one point they said yes.

Right?

They can't leave you if at one point they hadn't said yes.

And so...