Ilana

So first of all, I'm a big advocate for experimentation. So I think what you just said is really, really important. I think there's a little bit of a myth about burning the boats. You can burn the boats, but once you're pretty sure this thing is going well and after you experimented and you have a good feel, right? If you burn the boats too early, the stress might make you freak out.

So first of all, I'm a big advocate for experimentation. So I think what you just said is really, really important. I think there's a little bit of a myth about burning the boats. You can burn the boats, but once you're pretty sure this thing is going well and after you experimented and you have a good feel, right? If you burn the boats too early, the stress might make you freak out.

But when you... Start a business, and when you start growing a business, you hear a thousand opinions. I don't know about raising capital, outsourcing, expansion. I can go on and on trying to scale. How do you decide what to listen to? And I would also love a story around things that didn't work out. I'm sure there's quite a few.

But when you... Start a business, and when you start growing a business, you hear a thousand opinions. I don't know about raising capital, outsourcing, expansion. I can go on and on trying to scale. How do you decide what to listen to? And I would also love a story around things that didn't work out. I'm sure there's quite a few.

Can you share one?

Can you share one?

That's incredible, Nick. Although I have to say, I would not guess that Toronto would not work because they are coffee snobs as well. So I have to say, my instinct would have been the same. And I wonder also if you didn't have COVID, if the outcome would have been the same, right?

That's incredible, Nick. Although I have to say, I would not guess that Toronto would not work because they are coffee snobs as well. So I have to say, my instinct would have been the same. And I wonder also if you didn't have COVID, if the outcome would have been the same, right?

But again, I think sometimes when we hear opinions, that's the hardest thing is when you're anyway wobbly about all these decisions you may need to take. And as an entrepreneur, you're going to make a thousand decisions a day. It's just sometimes really hard to figure out. The grass sometimes looks greener on the other side and you're trying to figure out, should I go chase that green grass?

But again, I think sometimes when we hear opinions, that's the hardest thing is when you're anyway wobbly about all these decisions you may need to take. And as an entrepreneur, you're going to make a thousand decisions a day. It's just sometimes really hard to figure out. The grass sometimes looks greener on the other side and you're trying to figure out, should I go chase that green grass?

But I also want to understand a little bit just in terms of logistics. I mean, coffee shop and not even talking about coffee shops, many, many, right? Just in terms of logistics. I mean, the avocado will get bad. The milk will run out. Like how do you even plan for it?

But I also want to understand a little bit just in terms of logistics. I mean, coffee shop and not even talking about coffee shops, many, many, right? Just in terms of logistics. I mean, the avocado will get bad. The milk will run out. Like how do you even plan for it?

Exactly. That's why it's hard. Yeah.

Exactly. That's why it's hard. Yeah.

Yeah, be nice, like chill. I know I was unique, but and again, we're in the consumer space too, right? And from time to time, we're like, come on. So especially when you have like a good heart, right? Like you really are trying to do good, but mistakes will happen. But as a founder from time to time, it will also take my sleep away. It hurts. How do you cope?

Yeah, be nice, like chill. I know I was unique, but and again, we're in the consumer space too, right? And from time to time, we're like, come on. So especially when you have like a good heart, right? Like you really are trying to do good, but mistakes will happen. But as a founder from time to time, it will also take my sleep away. It hurts. How do you cope?

And I think what you just said, and this is really important for everybody listening, because again, we are not trying to just create a paycheck. We're trying to create the life that you want with that. And whether it's in a corporate job or entrepreneurship, but it doesn't mean that you're not going to work hard.

And I think what you just said, and this is really important for everybody listening, because again, we are not trying to just create a paycheck. We're trying to create the life that you want with that. And whether it's in a corporate job or entrepreneurship, but it doesn't mean that you're not going to work hard.

Sometimes you're going to work your ass off, but create the life that you want with it. But Tiki, you did allude to COVID, and I assume that COVID is the hardest moment in entrepreneur and hospitality. It was a few years, and it was like, especially the first year, and there was a lot of unknown. It was opening and closing and opening. Like, I can't even imagine.

Sometimes you're going to work your ass off, but create the life that you want with it. But Tiki, you did allude to COVID, and I assume that COVID is the hardest moment in entrepreneur and hospitality. It was a few years, and it was like, especially the first year, and there was a lot of unknown. It was opening and closing and opening. Like, I can't even imagine.