Stephen Stuut

What you do when you sell to somebody in Vietnam versus selling to somebody in London, very different economic situations.

It is helpful to understand, though.

One thing that I think a lot of entrepreneurs struggle with is,

finding that one key usage metric that you know provides ultimate value that you can tie pricing to.

It sounds like you are crystal clear on that.

You know your number that you're optimizing for is a number of identity verifications, and you know that as that number increases, that has a direct correlation to your revenue increasing.

Very good.

Steven, let's wrap up here with the famous five.

You ready?

Sure.

These are, these are easy.

I promise.

Number one, what's your favorite business book?

My favorite business book.

Interestingly, it's a book from McKinsey when I worked there, and it describes how you go about analyzing a marketplace.

What's it called?

I can't think of the name of it.

Well, it's an internal book.

There's a term in it they have called NISI, which is Mutually Exclusive Conceptually Exhausted, which means don't make a structure for analyzing a market that you don't have it thought through carefully.

yeah because then you use the wrong structure to analyze it but it's based off the wrong assumptions correct interesting is there a book you can name that people can access publicly