Max Israel

That's a good question.

So I founded the company about 15 years ago because I needed a way to get feedback from customers in a business I owned at the time and I still own.

And you've probably seen the customer feedback surveys.

Everywhere you go, if you fill up your car with gas or you buy coffee or something like that, you're going to get a request to fill out a survey.

And kind of in the early days, 15 years ago, there really wasn't an approachable way to do that.

So I hired a programmer and we invented a platform to get feedback from our customers and put it right in the hands of

of our employees.

But about eight years ago, things got really interesting because I woke up one day and realized I fucking hated it.

I hated surveys like like, you know, Americans this year will get over 40 billion surveys and they all look like you're taking the SAT test.

You know what I mean?

And and I thought there had to be a better way.

So we we went back to the drawing board and we said we're not going to.

Fortunately, I still owned and I still own the business.

I was one of the few players in my space that didn't raise like venture money.

So I had the attitude to do what I wanted to do.

And we said, hey, we can make surveys actually be part of the customer experience.

We can make the act of asking for feedback be something that's really enjoyable.

And then also we can, by extension, make how you share that information, that data with the employees, something that builds them up and makes them better at their jobs.

And the way we ultimately figured out how to do that was to blend three things, great technology, which we had, with great art and design and behavioral science.

And that's kind of what makes us different today.