Pete Russell

that we were moving.

And for me personally, it was not satisfying as an entrepreneur.

I wanted to be working on something that was meaningful.

And so even though Ubi is probably one of the hardest ways to make money because you're dealing in very low margin industry, you're dealing in a super competitive industry, um,

You've got to work way harder to make it work even just a little bit than opportunities that open up amazing gaps, for example.

But it's super fulfilling because you're doing something you know is worthwhile.

And because of that, when you do come up against really challenging near-death experiences,

there's this galvanizing element to it where he's like, uh, we're gonna keep going.

We're gonna find a way.

And, and that's been a huge part as to how we've kind of been able to navigate the very rocky sort of terrain.

Interestingly, like I, I think that I would have a lot of advantages by knowing what I know now.

back when I started, but if I knew everything that I knew now, I probably wouldn't have started because it has been a very challenging journey.

It's been tough.

It's been a lot tougher than I thought it would be.

Do you regret starting it?

I don't regret starting it, but I don't think that if I knew, the person that I was back then wasn't as galvanized as I am now.

And I don't think that he would have done it.

I think the sacrifice would have been too much and he probably would have gone, yeah, I'll leave it to someone else.

My younger self was far more idealistic, had just come off the back of a very successful business experience.

The pastry business, yeah.