i started it not really as an sbren preyou are in entrepreneur but the audience. it has targeted city information for a post-college guy. i was living in new york and feeling the real lack of thing that is were evaluated and filtered for my interests. so a lot of what i took that position to be ended up becoming our brand. >> so it seems almost easy because the brand is in essence your life, your desires and what you're interested in. if you have a company that is not so reflective of yourself, how do you go about thinking about what the brand should be? >> well, it's exactly right to do it that way. you have to really think about first and foremost your customer, who is the ideal customer, what do they want, care about and desire. and always being empathetic and putting yourself in their shoes based on their needs. then you can provide the service the product that's going to fulfill that need and offer the benefit that they need. >> as you've grown, have you changed the brand at all? has it evolved? >> i think we have changed the brand quite a bit. i think that w