James Rogers

It looks like you're running.

And so, I mean, we've been building this playbook from scratch.

And if there's other founders out there that are building stuff, that is...

threatening someone in an incumbency position like this, I would love to talk to them and share what we've learned because the beginning is just completely disorienting.

Nothing makes sense.

Stuff's getting said that just has no basis whatsoever and you're trying to

You just think the whole world's against you.

You kind of shut down a little bit.

And it's not until you really get your bearings and you start to see the kind of systematized nature of these things that you realize, actually, there is someone behind this.

And you can start to figure out who they are.

It just takes a really deliberate effort.

And now you're a...

a fruit company learning how to do digital forensics.

It cuts both ways.

And what we find is that most...

Actually, a majority of people haven't heard about this.

Yeah.

But a small percent of people have heard about it.

And they're activated.

And who writes the reviews online?