Eddie Hartman

that this segment wants done and am I doing them for them?

You need to potentially blow up your packaging and rethink it in such a way that it fits your new portfolio offerings and the people that you're hoping to reach.

I like to say, and it's hokey, but at least people remember it.

I say to compare is to become aware.

If you only have one offering,

Maybe people see everything.

Maybe they don't.

The minute you have two offerings, I think you probably experienced this yourself.

We got a gold.

We got a silver.

Everyone's going to look at it and say, well, what's in the gold that's not in the silver?

And by doing so, they become aware of the things that you're offering, which they otherwise might have missed.

And remember, awareness, it's that perception of value that unlocks willingness to pay.

So the one thing that durable scale-ups do as they exit startup and now have something to defend, yes, they think about retention.

Yes, they think about negotiations.

Yes, they think about giving and getting and everything else we talked about.

What do they fundamentally do?

They evolve.

They hold on to their principles.

They continue to think price value, but they realize the value equation has changed and they change with it.