John Roman

Would meet him at conferences, would hang out with him.

A decade later, he's been in my house.

He's held my son.

multiple times, we've become friends.

But just chatting with him before we were such good friends, he gave me a takeaway that we instantly went back from the conference and executed it.

And we defined this LTV number, which I won't say what it is, but it's obviously above average LTV.

And when a customer hits that with us, they get a special tag in our ticketing system.

and it's exactly what you described like you at anything at all like within reason but like it's not hey does this work just just make it right keep them happy surprise and delight we've already out putted our coverage with them like let's treat them best way possible and keep them for as long as we want and make them as happy as possible

Yeah, I'd love to say that it was part of the original plan and we just executed it.

Yeah, that's not the case.

It came about a year in.

2015, our initial go-to-market strategy, and we were wildly ahead of our time here.

In the first month, we had 30 boxes that we were sending to YouTubers, which 2015, that's quite unusual to be part of our non-negotiable GTM.

And these 30 boxes, they were the pro plus, the best box.

and comped to these these 30 youtubers and we had conversations with all of them just give an unbiased review um and we knew that that was going to pay pay its weight in gold organically also to date this 2015 we had a pre-purchase survey um not a post-purchase survey we're stopping you from buying don't buy yet tell us how you heard about us

which is wild to think about from a CRO perspective.

But we had one, and it was the usual suspects of Facebook, Instagram, Twitter at the time.

And there was an other, and you could type something in.

And month two, we saw this uptick of people clicking other and writing current 1776.

we we don't know who that is we don't know what that is we jump on we'll jump on the internet we find him his name is brandon brandon curran he has a youtube channel and he's reviewing our boxes every month like oh it's one of the 30 boxes we sent out that's great it's not