Tom Digan

And then Greg would go get a bunch of information from Ryan Mott and send it through.

And they'd be like, oh, wait, he's right.

There's something wrong with ads manager because the ad tech was very new.

And so Greg was very much triaging and troubleshooting their ad tech in real time.

The other story that I just speak to Greg going into his cave, it is winter 2021, probably March or February.

And I don't remember like the Texas freeze when the entire state shut down.

We have an inch of snow, but we lost the power grid.

So anyways, Greg goes into a cave because there's nothing else to do.

And he's reading the book Crossing the Chasm, great book that I think all founders have read.

But Greg's output of reading The Crossing the Chasm was a hundred page slide deck that he sends me when the power comes on.

And we finally have internet again.

And he's just like, I figured out who our customer is.

Ultimately, that was very important work because it set up what we were about to go do on TikTok that you couldn't have success without understanding who that customer is.

What did you find in the book?

what we're thinking about now is the short form video strategy will always be a core part of our strategy that's not going away but i think what we learned it's expanded we'll be on tick tock at this stage exactly i think what we learned last year though is that we certainly don't have a product problem we have a very special product our customers love us and they're asking us to go deeper with them but most people still don't know who ladder is we're consistently

top three or four in our category in the app store and yet the awareness is very low.

I think that's largely a function of the short form video strategy that we had that was speaking with creators in these winning formats to a specific persona that wasn't really leading with the latter brand.

Now we're excited to go and think about celebrity partnerships and out of home and TV.

And we're already making these campaigns.

Now we're just going to go and put them in these other channels.