Jens Grede

If social media is a less effective way for me to communicate with my community, what really matters is the community that I'm building through my app.

and loyalty.

Today, about a year after we launched our own app, we do over 20% of our business through it.

But building our app and loyalty, which is a nice way to say trying to expand that direct community in a closed network,

where I can have my customers' attention, that's going to be the difference maker, I think, over the next five years or so.

To continue to evolve the way we do business, to continue to be surprising.

When we started, we did a lot of things that no one else did.

At the pace, no one did it.

I have to really watch it so we don't become a victim of our own success.

So we have to continue to innovate, not just on the product side, but also on our marketing side.

When Luke got traded to Lakers, just to bring it back to basketball again, clearly watched too much basketball.

Lucky for me, now it's the Pacers and OKC.

It feels like I can miss the whole series, so I get some time back.

If it was Knicks, I would have to watch it.

When Luka got traded to the Lakers, I was watching, I think it was first take on ESPN, and they said, we're now waiting for Luka to show up in the Skims campaign.

First of all, whenever they talk about Skims on ESPN, I'm excited.

So...

I was very happy.

However, if there's an expectation, there's also not a surprise.

To me, that's a signal that we have to take a step further and continue to do the unexpected.