The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors
Jake Rosenburg 0:00
For me, it is just like, what do we need to be focusing on today, this week, this month, this year, or this quarter? I don’t think we think in years because we move really fast, and like in a year, it’s going to be unrecognizable, and in a quarter, we’ll probably have three more products launched. So we’ll go from like two to five products, which is a big change bundle. Upsells cross-sells lots of new strategies. We’ll have our Google and Amazon more dialed in, we’ll probably have like 30 more influencers on retainer.
Announcer 0:27
You’re listening to business entrepreneur radio. This show was created for entrepreneurs, business owners, marketers, and dreamers who want to learn from the experts of today and drastically shortcut their own success to build a business that supports their dream lifestyle. Since 2011, Tyler Jorgensen has been interviewing business thought leaders from around the world a serial entrepreneur himself, Tyler also shares his personal insights into what’s working in business today. Welcome to biz ninja, entrepreneur radio.
Tyler Jorgenson 1:05
Welcome out to BizNinja Entrepreneur Radio. I’m your host, Tyler Jorgensen. And today, we’ve got Jake Rosenberg, who, just like every young man, dreamed of starting a cosmetic company but really found a missing piece in the marketplace when it came to cosmeceuticals and started a really cool company called crit club. And I think it’s crit dot club is the website, so we’re gonna check that out. But Jake, we’re really excited to have you on the show to talk about your journey and what’s going on over there. Crit. Welcome to the show.
Jake Rosenburg 1:38
Thanks for having me. I appreciate being on. Yeah.
Tyler Jorgenson 1:41
So I don’t know if that is necessarily the company you dreamed of starting. But how did you come up with the idea and give us, like, the elevator pitch real quick of what Krete is?
Jake Rosenburg 1:52
Um, so I’ll give you the elevator pitch first, and then I’ll kind of get into it. So until you know, you know, guys are usually lazy about taking care of their skin. Everything’s either too feminine, it’s too complicated. You need a chemistry degree, or maybe you need a dermatologist. Either way, none of those routes are for a normal guide, have good-quality skin, and look good. So we made Crete our tagline is 30-second skincare. Because our promise is all our products take less than 30 seconds to understand in less than 30 seconds to use. Packaging is unisex. It’s not masculine or feminine. It’s taken care of like an organ that would use your skin. So it’s like if you want to look good, but you don’t waste time. Don’t be the second bathroom. discreet.
Tyler Jorgenson 2:29
I love that. Okay, so now, how did you come up with this idea.
Jake Rosenburg 2:33
So I’ve always been an entrepreneur, I started tutoring back in high school, I’ve actually never been employed, which is kind of funny. I mean, I had internships and things in college, but I don’t think it’s technical gainful employment. So I started a software company in a college fund. And that funded I had a shoe company. So I’ve done a bunch of things. In 2017, I had a ski accident. And you can probably see here, there’s a scar on my nose. And it used to be significantly worse to ski hit me hole things. So you can’t really hide a scar on your face, let alone on your nose. You know, if it was here, maybe I grew my hair or sunglasses or something, in fact, actually had to wear this for like a year to stay out of the sun, like scars will. When they get sun, they they actually get lighter or the rest of your skin gets darker. So I had to get very serious about skincare SPF concealer to hide it, hyaluronic acid serums. And I didn’t really know. I didn’t know like any of that. I knew what you bought at CVS. And so I walked into a Sephora and Ulta. And I was like, Yeah, I need help with this. And they’re, they’re just they weren’t built in a business or customer experience. It’s meant for someone like me, the guy who wash his face with the bar soap and things like that. But I had two out of necessity learn the products that would work. So I said, Okay, well, there’s probably four products here, that’ll work, right. And I found that but it took hours and multiple trips and a lot of research. And again, I had to do that I had no choice other guys who maybe a little ask me this, they might have a choice. And they the laziness or the fear of that experience wins out. So I thought, well, if if Crete existed back then it would have been the perfect brand for me. So essentially designed it for the experience I would have wished I had at that point. Yeah, and it was super simple explanations, much better branding much better. Communications with consumers is high quality ingredients, not the stuff you just pick up the CVS
Tyler Jorgenson 4:26
that makes it makes a lot of sense. So I mean, as an entrepreneur, you solve the problem, and I gotta fix this. But before that, you said that you’ve always been an entrepreneur, right? When was the moment of life that you’re like, that you knew you just weren’t like everyone else and that you were not going to seek that employment route?
Jake Rosenburg 4:46
Well, both of my parents my mom’s a doctor and so she from a young age is like medical school socks you start your life at 30 Especially I thought I wanted to be a surgeon when I was younger, like I really lose. She’s like just start your life at 30 and the way medicine is going everyone will see You would think they know better than you on the internet from from WebMD. It’s like, well, that sucks. And unless you’re going to be a cosmetic surgeon, you’re not going to make as much money as I think you want to make. And like, Okay, fair enough. That was an investment banker. I just did not like finance, because I want to build things. So I saw there two career paths is like, not for me, but successful. And so I don’t know, I always like to build things. And so when you like to build things, you kind of build your own things. I don’t know, I remember my mom saying when I was five years old, like the art teacher would say, do this, and I will do something completely different. And it was like, it was good, I guess. But like, now she asked for. Yeah. And then the other story they say is like, I went to, you know, a nice private school in Long Island. And when I was like seven or eight years old, I kind of ended up being the bank for like, the kids around me, because there were these bagel sales that were $1 or $2. And I would bring extra money for the parents who didn’t really focus on their kids as much. And I’d lend the money. And they don’t be like, if I lend some two bucks, they’ll be for next week. So I realized I was had incredibly steep interest rates. And if someone didn’t pay me back once they were out, so I had credit. So you know, I’ve always been doing things a little bit differently. I guess my mom was wondering about how I had like, $6 Extra in my pocket at like, eight years old was like, yeah, the wall magazine names, but the specific group of two brothers would never have any. So it was it was like that. And so when I found out like a tutor in high school, and you can start in turns out, you can just start your own company, as long as you like, make money from it, you can do what you want. So, yeah,
Tyler Jorgenson 6:31
so yeah, from from an early age, you were seeking out like different ways to and if you didn’t know is different. It just is how the world made sense.
Jake Rosenburg 6:39
To me. Yeah, I wanted a video game at age nine. And like, my parents were like, well, your allowances this week, 10 bucks a week, and you have to do this, here’s what 10 bucks a week and we’re waiting six weeks for this thing. So okay, how can I like, what can I do?
Tyler Jorgenson 6:50
How can I accelerate that and move faster? So now, you know, I’m gonna, I’m gonna do some zooming back and forth in your journey a little bit. And so when you launch Crete, and you’ve got this business going, a lot of people glamorize the idea of getting into the physical product space, right? You went from technology into physical products? What was the first big hurdle that you hit? And how did you overcome it?
Jake Rosenburg 7:12
Do people really glamorize physical products? Or software? Oh, my God, why would you do that? Why on earth would you do that? The physical hurdle, every one of these you buy, I need to make one of these and get it to you, wherever you are on planet Earth, it needs to physically exist. It involves chemistry, and involves packaging and involves labeling that as legal requirements, it involves shipping and fulfillment rates, and involves like, okay, or an app in an app store I downloaded, it takes two sets of like extra AWS space. So the reason I did is because this is as far as a physical good goes, about as good as it can get. It’s $39. It’s cost almost nothing to ship it around the country. We can fulfill it all from Southern California, it turns out that skincare is very low regulation. And I mean, we make everything safe, we test it at FDA proof labs, we go way above and beyond to make sure it’s safe than most other companies. And then on top of that, like the margins are great, because it’s not that expensive to produce. I mean, the cost comes in the acquisition for customers like anything else. But you know, we have a subscription well, that comes with fulfillment, shipping and cost of goods sold every month that they do it. It’s not just a free like Hulu or Netflix, it gets free money. So but yeah, then I get the hold something. Right. Okay. Is that really like? It just depends on the business model, we’re doing? Well, because we found a way to have our acquisition costs far lower than we make from people within 30 to 60 days. So we don’t have cashflow issues. So other people, physical goods can’t do that.
Tyler Jorgenson 8:46
And that’s a big thing. I mean, in the physical product space acquisition cost is everything. Right? So if you’re talking with somebody who’s just getting started into E commerce and shipping products online, what would be your big piece of advice for them? Like, what’s the big missing piece that they oftentimes don’t see,
Jake Rosenburg 9:05
I would say you have to control the costs that you can control. Like you have to get very serious. For instance, when I put this with our welcome card in our specific mailer, bubble mailer with the sleeve and, and the stamp, it weighs 3.99 ounces, which gets us just below the four ounce threshold with USPS first class shipping and bumped it down like 42 cents on average, depending on the zone. I know that because I put it all together and wait, it was like we’re 4.02 Are they going to notice I don’t want to risk it. How can we shave point oh, three ounces, you have to control those kinds of things. The fulfillment costs was $2.50 a unit? I said, Okay, when we hit 10,000 units a month, well, that has to go down to $1.75. The guy thought, Okay, you’re not going to be there for six months. Okay, a month later, we were there. So you know, those kinds of things, and they add up now that probably saved us a couple of dollars probably gave us about 8% margins back which is huge. But at the end of the day again, acquisition costs if If Facebook decides do well for us poorly for a second, fluctuate $10 in either direction, nullify that. So, again, but that’s not the cost, you can control try to constantly do better, but you can’t just say, hey, Facebook, this is what I’m gonna pay you, they kind of decide. So that would be my biggest thing is the cost that you can control, which includes your team, which includes paying for legal fees, if you can do it yourself, which includes, you know, finding manufacturing partners that have high quality, so you don’t have a recall or just some issue like that. Those are that’s my advice first.
Tyler Jorgenson 10:31
Yeah, I think that makes a lot of sense. So often, people are focused on the parts that are harder to control, like, like advertising costs, and things like that. But there’s only so much you can do there. So only so much you can control in that space, like you
Jake Rosenburg 10:43
can run an ad, if it works great. If it doesn’t pull it and run five more, try new audiences. But that’s like, it’s gonna be experimental, and you got to be kind of burning through money on that. So obviously, try to keep it small. And like what you can control is the budget and the quality of creative and by that I mean like, it doesn’t necessarily mean high quality means quality relative to your customers quality,
Tyler Jorgenson 11:01
meaning effective, what actually works. And you know, in the consumer packaged goods space, right, there’s been, there was a shift towards really high produced quality and then almost a shift back towards Native and and user generated UGC type stuff and just, you know, shot with their phone without too much editing. I think people want more natural and organic type content. Now, what are you guys doing to to continue to test new creatives and generate new creatives,
Jake Rosenburg 11:31
we’d gotten very serious about new platforms, we’re on Facebook and Instagram, only for about a year and a half. And that was doing well. But we started seeing that, like, if we really want to do better, we have to get our emails and SMS is better, because if we were spending, I’ll make up a number $40 to acquire customer and the ARV was $40. Okay, well, with email, let’s say we can recapture like an additional 10 to 15% of people, well, then the the average order value is up or the acquisition costs is that either way, it shifts better in our favor. Well, we also saw that on Amazon, we were getting searched, but we weren’t there. So in January, we started well, we’re getting like 15% of our revenue now from amazon before we started running Amazon ads just by being listed, because people will see our Facebook and Instagram ads, and then go look for us on Amazon because they’re just more comfortable buying on Amazon. Oh shit, this isn’t real situation. We just hired an SEM and SEO group because we’re like, well, people if they’re searching for us on Amazon, but definitely searching for us on Google. Let’s be there. And so maybe your acquisition costs in that example is not $4. Maybe it’s 28, which is a completely different company. It’s a completely different margins. And so that is one of the things Additionally, I liked it Amazon and Google have less of a creative lift. I’m not talking about YouTube ads, I’m talking about like search, shopping. And that’s one of the other issues with Facebook and Instagram is Get ready to be a director, producer, script writer chase her down of micro and nano influencers. It’s a lot of time and effort. And it works if you make it work, but
Tyler Jorgenson 13:02
it’s a lot. What I think what I’m hearing from you is that you have to be able to pivot really quickly, like you need to be testing new things. How do you stay agile in that and not get like married to one idea, but stay focused on the bigger goals of just new customers and growth?
Jake Rosenburg 13:19
It’s like a constant reassessment of the micro and the macro at the same time. Like, is the Agile working working? Because you just like found the right audience? Is it because the guy is compelling? Is it because you lead with the skin issue? Is it because he leaned in, we found stuff as micro was when we have a guy lean in in the first second, it does twice as well as the almost identical ad where he’s just like not doing that. Because it stops you from scrolling. It’s it’s so there’s some micro tweaking like that, that you kind of know by just getting very used to the content over time. And noticing those bizarre things. And then there’s the macro things of should we be doing 32nd video ads that are emotionally compelling? Should we be just doing deals and offers? Should we be more click Beatty? Should we be more storytelling? Should it be younger? Older? Should it be focused on a specific interest for us? Like we’re thinking maybe people who focus on fitness probably care about how they look in their health, they’ll probably like skin versus just saying, well we’ve been doing for the last year is going after skin issues like do you have dry skin? That’s a work? That works great. Okay, well, can we do even better if we were talking about? Are you an athlete who likes dry skin? You already care about how you look and your form? You know, can we maybe go a little more specific so there’s macro to micro and then you know, you have to be really specific about when you make a change, understand the implications of that change, change five things and it goes better. It’s like which of those five things were it was 110 x better and the others were so bad that they counteracted that thing. So I mean, I can go into this for like, Yeah,
Tyler Jorgenson 14:53
but you seem you seem very analytical very numbers driven like so for you. It seems it’s probably easy to just recognize everything’s a split test, right? Everything’s data, gathered data make decisions, based on on data, what are some of the things that you found for you were the hardest to adjust to. And like what’s been most out of your comfort zone in scaling this business,
Jake Rosenburg 15:16
finding good people who I can trust to just do their jobs, and bring me what I call good surprises. You know, being an entrepreneur is a constant battle that surprises like, oh, you know, someone will email you. Oh, you congratulation or the Shopify tells me this every day you’ve grown now you need to start collecting sales tax in six more states, get to the accounting, the accounting bills go up. Now I need to report and blah, blah, blah, it’s like, that’s, those are the surprises you get. And those are the good ones that come as you grow, there’s just more to deal with. So like the developer, or the head of growth, like these guys will bring me like, Hey, I found a bug in the site. And they fixed it. And by the way, I was considering this other landing page idea. And I just kind of built it on the weekend. i Okay, great. So I have people who come up with great ideas and execute. And they also think about things in the similar way. It’s accountability for all things at all times. And it is very stressful. But it is far less stressful than setting money on fire or having things that don’t work. Results need to win and things need to work. So accountability for all things at all times is like,
Tyler Jorgenson 16:21
so it sounds like for you, you don’t want to have to micromanage the people. And so you need people that are very focused and like almost self managing, and yeah, driven similar to you. So you’re all in alignment,
Jake Rosenburg 16:35
we still have a lot of conversations, there’s not a ton of calls, but we have calls are very intensively ready to the messages are pretty dense, because everyone needs to have again, accountability or a reason for doing something. So if we’re like, Okay, this week, we’re gonna go after a younger demographic, it’s not as casual as make an ad for younger people. Who’s finding the content? What is the content? Who are the younger? Is that a couple is this? Are we talking about you skincare? And you’ll get late? Are we talking about stop signs of aging? Before? Like, there’s a lot of questions. So I know that there are a lot of questions, and I will ask them, and me or someone on the team better have the answers to them before we put his dime or another second into that thing. And so, you know, having people that are willing to be up to that standard, you usually have to give them some equity, you have to pay them well. But, you know, that’s why WhatsApp probably had those people and was servicing 100 and 200 million, whatever people was, like 40 people on a team because they were the right people to do it. And then they didn’t need more people serving another 100 million people was okay, well, we probably have some load management things are up the server, dinos or I don’t remember the software terms. I used to know it but I don’t know. Yeah,
Tyler Jorgenson 17:42
as you’re scaling this, how long how long is critical have been around now.
Jake Rosenburg 17:46
We started in 2019. But we really got started in 2021. Once things opened up, I mean, 2020, I couldn’t even get like the these things were like, all these components were sold out globally, because they were used for hand sanitizer, so I literally couldn’t get it. So we built the brand. And we had some strategies. But I mean, I would sell funding this and like we had a team that was not costing me anything. So we were just kind of developing IP and strategies. But really 2021 is when we kind of hit the ground running.
Tyler Jorgenson 18:13
Awesome. And so I mean, that’s just a couple of years. And is it exceeding what you originally thought? Are you on track?
Jake Rosenburg 18:20
It’s funny, because I don’t I don’t remember what I thought at the beginning to be honest, in like, first month of sales was Shopify, we like $3,000 or something. And then like 10x, that pretty quick. But was that efficient? Yes. But can we get more so it’s like, you lose set with growth, but you lose complete sense of like, I remember our first $1,000 Day was now if we go below that I’m like, Yeah, it’s like and it was like a month or two in between those two realities, like things normalize, at least for me so quickly that I genuinely can’t remember what my hopes and dreams were at the beginning of this year for the company. It was to launch Amazon great. We did that we have almost 105 star reviews that’s exceeded my expectations is the the reviews of how fast and how positive they came in. I knew they’d be good, but I didn’t know we’d get that many. So yeah, I just don’t know. It’s funny because like, to me, it’s always forward. Like let’s do better personnel this thing or make millions of dollars in sales, like a month. It doesn’t matter what I wanted for us last month. Yeah. It’s like it’s it’s all the future. Yeah,
Tyler Jorgenson 19:25
it things shift really, really fast. I always tell people when they’re launching, like an E commerce or direct to consumer business, there’s like three major hurdles. And after that, the sky’s the limit. It’s the first sale that’s not from like your mom or a family member. Then then the next hurdle is you know, that $1,000 day mark, right, like then, then you hit like 83k Right, you’re doing the million dollar run rate.
Jake Rosenburg 19:48
I love that, you know that exact number. Oh, yeah, yeah. But then after
Tyler Jorgenson 19:51
that, it really comes down to the vision and, and the like agility of the of the CEO of the owner of the And because it’s, there’s some people that are like, You know what, that was all I wanted, I’m good, I’m gonna stop there. And there’s other people that see that and realize, oh, man, what I thought was gonna be our monthly goals now our daily goal.
Jake Rosenburg 20:13
Yeah. And it’s weird because I knew that was gonna happen because it’s happened to me before the software company like, did well. And I remember the first dollar we made and then like, it grew really fast, and then it plateaued for a while and we couldn’t break through. And then we tried a completely different thing. And we went up like 30%. And then it plateaued there for a while. And it was like, Okay, we grew fast, and then plateaued. So like, I’ve seen all kinds of growth. I’ve seen stagnant growth, I’ve seen growing your team and your costs, but not the thing. I’ve seen cutting your team and doing even better. I’ve seen a lot of stuff. So for me, it’s just like, what do we need to be focusing on today, this week, this month, this year or this quarter? Well, I don’t think we think in years because we move really fast and like in a year, it’s going to be unrecognizable, and a quarter will probably have three more products launched. So we’ll go from like two to five products, which is a big change bundles. Upsells cross sells lots of new strategies. We’ll have our Google and Amazon more dialed in, we’ll probably have like a 30 more influencers on retainer, like it’ll be a completely different thing. And maybe we realize the influencers that this sucks, it’s a waste of my time and taking too much and we cut it entirely. Who knows. So those are the things you have to be open to the sunk cost fallacy is something I focus on a lot. Like, I don’t care how much we put into something if it’s not working, change it.
Tyler Jorgenson 21:32
Yeah, I think that is one of the hardest things for people to, for people to really accept. And I’m a huge believer sunk cost fallacy. You know, for listeners that may not know what that is a little bit of mansplaining here is that doesn’t matter how much you’ve spent in the past, all decisions should be made based on what’s best for the next step. How did you? I mean, have you ever had a time where that was hard? Or is that just the way? You know,
Jake Rosenburg 21:54
I literally have never had a time not about that, at least is my personality?
Tyler Jorgenson 21:59
Yeah. It’s future focused. Yeah, I mean,
Jake Rosenburg 22:03
it’s one of those things where it’s like, damn it, I’ve been doing all this work for something, it’s not working. Why would I keep doing it? Like, for me, it’s like, okay, thank God, I’ve realized that that that thing sucked. Let me move past it. Because we just compartmentalize it, it’s gone. So for instance, this is a made up example. But like if we started influencer marketing, and I put 200k and J influences in a quarter, and we hired a ton of a micro net of this, and it took all of my time, but we got posting, we got 10 followers and $8 in sales, I’d be like, I’m never like cut, like, I’d probably would not take three months, it would probably take a month for me to realize this taking all my time, how can I do it better? probably find some AI situation like, I wish I did yesterday, I’ve been on my journey and dolly to like making all of our new images for all of our static ads. You know, no more stock photos like. So the point is, I would never give something a quarter to see if it works. I’d give it three days to seven days to see. Okay, what are the small scale? Does this make sense? And then, you know, it’s like agile development. That’s kind of where they are.
Tyler Jorgenson 23:06
Yeah, you really approach that very similar to software development is like, you know, Stage Gate, right? Hey, If this gate if it’s not working anymore, I’m going to change path in the entrepreneurial space. Not everyone moves that fast. And not everyone makes adjustments that quickly. So what advice do you have for people who are maybe a little bit less agile, as they’re developing? What should they be doing to move a little bit first
Jake Rosenburg 23:29
thing is, you have to become more agile. And I don’t mean you have to be testing at things a day. That’s crazy. We’re not even doing that. I’ve been practicing that for 12 years, and my whole team has been doing it forever. We know each other or we have seamless communication, we’re still not doing it like that. So it’s not supposed to be some like, grind every morning and make sure you’re testing and change. Like, take a big idea like, Hey, we’re gonna do a new product like an ice stick this so quickly, like, is that a real product? Does it have the right margins? Yes. Does it have a thing that can work in 30 seconds or under? Yes. Does it have kind of have really powerful ingredients? Does it work? And like okay, what are our competitors doing? And so half of your agility can be just like thorough research and asking the right questions at the front to make sure that the thing you’re even testing in the first place is worth testing in an agile way. Like a lot of times people have like a generally good idea, but they didn’t actually think about all the specifics. Like the answers are out there. Our website is like a compilation of the My Favorite Things of 75 other e commerce websites. When I did a crazy Deep Dive. We were on V one of our website, we’ve edited it a couple times. It converts higher than industry standard. We haven’t changed anything major in a year and a half. Well we do little tests here and there is this button blues is button that like Okay, those are easy, but I did so much research upfront, why this size, why this product, why serum, why hyaluronic acid, a ton of research, and then that made me even go into the formulation of it. So I would say upfront research the answers are usually out there at least Some part of it.
Tyler Jorgenson 25:00
Yeah, too many people get stuck in the research, right? I used to, I used to talk about how I would talk to someone and they’d say, Oh, I’ve got this amazing idea. And then two years later, I talked to him like, how’s that idea going? Like, oh, yeah, I’m still kicking that around. Like, what are you doing? Like, that’s not an idea anymore.
Jake Rosenburg 25:18
There is, and I’ve talked about this a lot with new entrepreneurs, too, there is a dopamine or serotonin, or some combination of that, when you have this new idea. It is like a rocket ship of amazingness of like, oh my god, I’m gonna make a men’s skincare company, it’s not been done Mo. And you get this like shot of adrenaline for like a week, then you have to sit down and realize I’m at square one. And outside of the industry, how much is this gonna cost me What products do it like, Oh, my God, the entire world I have to decide on so there’s a hard crash. And people usually don’t recover from that crash. They just don’t. And so they they remember the glory feeling of that initial idea. And they hang on to it because the idea sounds good. But I’ve always said ideas were like 1%. And execution is 99%. It’s like everyone can have an idea execute it. And so, you know, this is one of those things where it’s like, you just have to have a long term vision, you have to have some financial security, you have to be a little bit crazy, is like, what like I was an outside. I started like, I bought equipment and formulated the first few products myself like that looking back was I don’t even remember what made me think I had the ability to do I mean, it turned out great. But like, what was I thinking? Right, I had to be a little bit crazy. So there’s an interesting combination of those things. But the end of the day, just need to get started. And what I will do to get started is order a bunch of the things that exist in that space and analyze them from A to Z.
Tyler Jorgenson 26:43
Yeah, a lot of people skip that step of like, actually looking what other competitors are doing, both for what’s working and where they’re leaving gaps on the table. Yeah. So I’m a big believer, as we kind of wrap up, I’m a big believer that business isn’t just about business, but also about creating a lifestyle and living a life that you actually enjoy. What is one item on your personal bucket list you’re gonna accomplish in the next 12 months,
Jake Rosenburg 27:08
last year, I did a very bad job of having a work life balance I got sucked into and it’s not the grind culture, I don’t pay attention to any of that. I just I could have found systems that would have that would have done the job as well as me, I just was doing a good enough job on 50 things. And I could have just said okay, let me work on 40 things for a few weeks and find some AI tools or another person here that’s in like on up work. And I just didn’t do that. And so I wasn’t working out. I wasn’t whatever it was bad. So this year I promised myself I was like not only we’re going to scale but I have to like I have to replace myself and a number of things because we’d had future products on our list to do forever and I just had no time for it so for me it was making sure that the one resource that you don’t have an unlimited amount of was time that I got it back so yeah, I had to pay up for an email person to write our emails but guess what? He’s so good. He’s paying for himself plus more and I don’t write a single email that probably gave me six hours a week back do that with a couple things all of a sudden you have a day or two to net folks so new products folks and the this or just not work because I was burned out.
Tyler Jorgenson 28:18
Yep, absolutely. Jake, thanks so much for coming out on the show and to all my business angels wherever you’re listening, watching or streaming, it’s your turn to go out and do something.
Announcer 28:30
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