Michael Litt

Like I have seen companies that are a little creative with payback periods.

Yeah.

Right.

So we're talking all marketing, all sales salaries, all campaigns, everything lumped into one.

truly fully loaded.

Like, you know, the house of no, my CFO is like, no BS, let's not lie to ourselves.

Let's build this in a, in a uniquely instrumented way.

So it's funny because I've raised money before, obviously, and talk to investors and they're like, Whoa, your payback period is like, you know, surprisingly high.

I'm like, well, that's just like a fully loaded payback period.

Let me show you what it looks like based on the way some of your other portfolio.

But I think you have to be honest with yourself because you

Yeah, it does vary quarter to quarter based on events and campaigns.

And again, one of the things that we're really focused on now is zero cost marketing.

And once your company gets to a stage where it has a brand and you have a good number of customers, you start to generate referral revenue and peer based revenue and community based revenue and stuff like that.

Those are the real things that allow you to continue to scale and drive your payback down, which gives you the opportunity of spending more money more creatively on big things, which is why you see big companies do things like Super Bowl commercials because they can afford to because they've got this really nice referral and zero-cost engine-generating business.

Favorite business book.

That's a really good one.

And this is not going to be a fast answer.

Or the last one you read.

The last business book I read, it's been a long time since I read a business book.