John Roman

I would say the biggest difference is being a glutton for punishment.

What a horrible

complex thing to have to navigate 70 of our revenue is a mystery box that we ship out that people are willing to give us money on pure mystery and surprise the biggest scary moment is that so let's say this next box has eight items in it that allows eight choke points and if a single choke point happens the entire box is in peril which is absolutely brutal

We sent out Mission 26, the DOP kit.

It was a complete missed mark.

It was not a good box.

Any KPI that matters when it comes to managing a membership, a subscription business was negatively affected by this.

I think I still have PTSD from it.

The mistakes are where the learnings really are.

It's not exciting to share the losses, but the losses are the good stuff.

I want to read about the losses because that's where the winning truly exists, the recipe for it.

Noah, thanks for having me.

And small world that you were a BattleBox customer once.

Sure.

So, so when we started in 2015, we, we were a subscription box.

We actually don't use the term as much anymore.

It's more membership.

We're more just a outdoor and adventure gear brand.

But when I think of the differences, subscription box, having one, and it's still, just to keep me honest, there's still about 70% of our revenue.

It is our flagship product with certainty.