Jon McNeill

And it forces you to think way differently about how you would solve that problem or what you would do with the product or what you would do with a process, et cetera.

And so like you're referencing this example of, he came to me and said, hey, look, we have continuous demand challenges.

We got to figure out how to sell cars online, which sounded crazy at this time because nobody was buying $120,000 things sight unseen online.

Click, click.

But we both knew, because we'd both been in consumer,

that every click you have, you ask the consumer to make, your conversion goes down.

And that's, I'm saying an obvious, every entrepreneur in e-comm knows that, but we looked at our clicks and there were 64 clicks to buy a car.

And so he turns to me, he says, let's improve digital sales.

This is your goal.

Improve digital sales by 20X.

So now it's like, oh crap, I got to think way differently about this.

I can't think about like tweaking here and there.

And so he said, how many clicks does it take to buy Domino's pizza on their app?

I have no idea.

He's like, let's pull it out.

So we pull it out.

It turns out it takes 10 thumb taps to buy a Domino's pizza at that time.

He's like, we are 64, Domino's is 10.

Let's go to 10.

And the first thing then that that calls into question, it was a core tenet of the business at that time, which was producing custom build-to-order product.