Emily Cole

I would say a lot of it is intuition.

Honestly, we are not a company powered by numbers and charts.

Of course, to have some sort of responsibility, we do use it a little bit.

But like Jesse said earlier, we personally don't log into bank accounts.

Like we don't look at certain reports every night.

What we're looking at is how many fans did we serve?

The things that do matter to us.

And so a lot of it is the heart and the intention.

That is how we make a lot of decisions.

When something goes wrong,

We are very quick to jump in and create a solution, even if it ends up spending millions of dollars.

We don't look at what that number is going to be.

We go in and make the decision first of, hey, let's make this right or let's adjust this.

And then later we get the report.

But I would say a lot of it is just from heart.

And I think that also that is one of our superpowers in that we don't have outside investors and we don't have a board and we don't have people that we have to show fancy reports to.

It's us.

And it's our leadership team.

And we're the ones making decisions.

And because we're leading with heart, that's how we get to make the decisions.