Jens Grede

As a company grows, there needs to be discipline.

There needs to be a sense of structure.

It needs to have a sense of process.

They're necessary, but if you're not very, very careful, they'll kill what made you special to begin with.

I think that's true for any sector.

I have never spent too much time worrying about the ROI of one singular opportunity.

I think if you do, two things can happen.

You can be right and positively surprised and next time you make a mistake.

Or you can be disappointed, leading you to think that you're overspent and therefore pull back and not do the next one.

I come back to a little bit, wouldn't this be cool to do?

Am I proud of the result?

Am I excited about it?

Do we think it represented a brand well?

Think those things are more important?

And again, just the pace of output, constantly being in the conversation.

The hard thing with building an e-commerce company is

is that we don't own any real estate.

The real estate is the mindshare.

Keeping customers' attention is incredibly hard.

We take in an enormous amount of messages in our daily lives.