 starting the business what I didn't realize is how hard it is and I think not enough founders talk about that like it doesn't stop there's not a moment where I don't wake up and immediately think about this business and it's nice like there's not a single day where it's not the last thing I do when I go to sleep is think about the business and it's it's all aspects from like how is the culture feeling internally like how is the team feeling is everyone feeling motivated to how are our buyers feeling how