Jens Grede

It's at a premium, but it's still available to me.

It's still affordable.

And I believe that the quality difference is worth the difference in price.

That's a philosophy that I think runs like a red thread through all of my thinking, which is how do I make just a phenomenal experience for what you're paying?

I'm less focused on the price.

I'm more focused on what you get for your money.

House taste is a dangerous, dangerous thing.

I collect wine.

I love wine.

Every winery I go to, they truly believe that their wine is the best in the world.

Why do they believe that?

They often have worked there for 10 years, 20 years.

So they drink a lot of their own wine.

And safe to say, they've developed a wine that is perfect for their palate.

Therefore, they truly believe their wine is the best in the world because every other wine they try will not taste as good as the one they make.

House taste is therefore a dangerous concept for any company.

You shouldn't get high on your own supply.

You certainly shouldn't get too in love with what you're doing.

It happens pretty easily.

And I see it with a lot of entrepreneurs, a lot of founders.