melissa biggs bradley is founder and ceo of i understand gary travel and chris sug done is a managing partner at the growth equity firm edison partners. good to have you both? >> good to be here. >> i've been following your company. i think the audience should check you out to see how you've grown over the years. congratulations. >> thank you. >> what's something you've learned that the audience can learn from? >> i think right now expertise is something people have to excel in. it's a competitive advantage in the world of information overload that the internet has brought us. i think there's so much information online that you need to know your audience and your market and you can create deep loyalty with your customers if you can differentiate yourself on your expertise. >> that's what you've done, right? you started your company as a content site and then realized, oh, people are coming to me for the content, i can do more with this. >> yes. the travel space is a great example of what the internet has done. there's lots of mass market sites out there. the average american spends 30