 The first huge mistake that I see a lot of food entrepreneurs make is creating food for themselves. They end up creating something that they themselves want, but neglecting what their customers are wanting and needing. At the end of the day, what we're creating is a vehicle, a solution to someone else's problem. If this solution does not fit the problem, then no one's going to employ us, no one's going to buy our product. And sometimes we see that people can actually attain success by creating food that they enjoy. And that is mostly by luck because they themselves represent a bigger demographic of people out there that might need the same solution. So this applies only if you're strategical and only if you know why you're creating the food the way that it is. And if there is enough demand for it.