Massimo

you have to remove friction everywhere.

So the path for somebody to get into that product and experience that value has to be the fastest, the shortest, the smoothest.

And so no friction is something that is at the core of what we do.

We repeat it all the time because

constant process of looking at any points of friction and removing it this is the website in when we launched in 2014 and we got lucky it was written up in hacker news and some other places and we had over 20,000 people that experienced our builder in 2014 the first weekend you would select one of those you know very simple kind of ugly email templates and get into the pool tool right away

Of course, we redesigned it.

But look, there's a button that says start designing there.

So in one click, you would get into the tool.

We redesigned it again, of course.

And this is how it looks today.

So eight years later, you can still, with two clicks, be into the product.

We don't ask you for anything.

No email, no sign up, nothing.

And this has been very core in the way we've acquired customers, discreet words of mouth, of course, et cetera, et cetera.

So no friction is one operating principle that we insist with everybody at Bee all the time.

Another one is always us first, which means if we can be a user of our own product for something that we're talking about, we absolutely need to be a user of our product, a heavy user of the product.

And you might say, well, this sounds like obvious.

Well, I've been around for long enough and I can tell you that it's actually not.

All the time in our own companies, we cheat.

And we may not use our own product to do something.