Joe Liemandt

You put in this motivation, this very lightweight motivation.

We spent 20 grand a kid in this country across alphas, 40,000 plus, but we spent plenty of money where for $100 or $400, we could literally change how everybody sees both their capability and how they see themselves.

Mm-hmm.

That's a part that just back to motivation that really matters is when money matters.

Here, I'll give you one more example on money, which is that's a perfect example of using money in order to get people to change how they think about themselves.

And a lot of kids have a view that they have these limits.

That's high standards, high support.

That's what guides are doing is they're breaking through it.

And in academics, kids have these hangups.

of, look, I can't learn that much.

I'm that kid.

My daughter will probably kill me, but I'll use her on this one as an example.

So when she got to middle school, she got to top 10% and she's just like, you know, dad, her older sister is the academic one of the two.

She's like, I'm not like my older sister.

I'm top 10%.

That's good enough.

I'm not top 1%.

I'm good.

And I was like, the one thing I know about you that you care about more than anything is you love to shop.

And so how about a thousand bucks?