so what you want to be able to do is have the cross-functional team that has permission to test reallieran affect growth. and yeah so that's the big benefit is that by having this cross-functional team, it includes marketers, potentially designers, engineers. data. a data analyst. but being able to bring together a group of these skills that have permission to test acrosser in in the business to drive growth can be really effective for being able to unlock growth in areas that maybe are a little less obvious than just going out and spending more money on advertising. >> the other two is optimize full customer journey and test across all growth levers. it sounds to me that when you were talking about this, you were talking as much about a mindset as anything else. does that -- >> there's definitely a mindset. it's this continuous improvement mindset where you know everything that you're doing, particularly when it comes to optizati optmization, there's a better way to do it. and to see what the impact from that testing is on your north star metric. so any test that expands value being del

there might be something to get your consumers to buy your product, but it's reallier running your business. so let's get o the how-to. number one irk you say express what you want to be known for. >> yes. the starting place, many people think wrongly that personal branding is about looking out into the world and saying what does the world wand me to be and how can i pretend to be that? that's where it gets knocked because it's about phoniness or inauthenticity. that couldn't be further from the truth. first it's about clair fig your values. here are them and how can i better share them and portray them to people. >> that makes sense. >> share with your investors. >> yes. everybody these days knows that having a mentor is important but there's misconceptions about mentorship. many people think it has to be one perfect person that represents everything we want to be in the world. that's a eun i corn. i advocate having a board of mentors, meaning having a gruel of people around you you like and respect. it's about taking the skills and talents that they have and learning those facets from the