JC Quintana

We tend to think financially first because we're business people, right?

But we forget that time is a cost.

Effort is a cost.

Emotional real estate is a cost.

The cost that we put on the emotional welfare of our employees is a cost.

So yes, we have to have the conversations about what it's going to cost us to be in a business relationship.

across many different factors that are going to take away from the value itself.

The last conversation, by the way, is experience.

I go back and forth in the terminology.

In the book, I call it staging.

And the reason why I call it staging is because when you go to a play, you don't just show up and have people go, no, you're going to get whatever play we give you.

You already came in with certain expectations about what that experience was going to look like.

Yeah.

Yeah.

I go to certain concerts because that's the kind of music I like and I've heard the record and I know what kind of concert I want to get.

My wife and I just went to see Postmodern Jukebox.

They're amazing.

But have you ever heard them at an underground cave?

In the mountains of Georgia, right?

It's like, well, wait a minute.