 The concept of EveryWay Woman was developed through everyday conversation. It was just two everyday women talking about how can we make a difference? Why isn't there information in one place? Why do we have to go and search here and search there? And when we do watch a talk show, why are they trying to sell us an item? So Madison and I were just talking, every day conversation that two women would have. We was at work and it led to EveryWay Woman. So we just developed our conversation.