Justin Colby

That's exactly right.

So let's talk about Ellevest.

Let's talk about what we're doing with Ellevest, what your mission is, but then also that iteration and how you had to find that within yourself along business trajectory.

But you also have to go.

What you brought up is what I see all the time.

People want to perfect their, let's just use LFS as an example.

What is LFS going to be?

And you do this brainstorming, mind mapping.

Maybe you hire a consultant to map out the entire organization.

Meanwhile, you have a guy that literally comes in, says, I'm going to go invest in apartment buildings, not really know what I'm doing.

I'm going to raise some capital.

I'm going to make some calls.

I'm going to do the thing.

Might do it a little bit wrong to start, but just went and did.

And what I appreciate about what you've done is you and I have done deals more in the single family space, an apartment already.

And you just said, dude, I have a different vision of what I want to be doing.

And I'm going.

And as recent as two weeks ago, you were with me in Miami.

You iterated again.

You brought to me, like, here's this new way.