stephanie was the ceo of ross organic, which she recently sold and entrepreneur and investor scott gurfanecket and you also just sold a business of the congratulations to both of you. we're getting advice from two very successful people today. let's start with you, scott. >> the top tip is what i call the zero marketing strategy. it's kind of just saying no to save your business and get what you really want. if you think about yourself, you've got principles and values, things that are like a moral compass that you don't go against. you build the same attributes into your business. so as you're building your business and things start to unfold and your plan starts to unfold and you go into the market, you encounter all sorts of different situations, right? the retailer you wanted to go into wants to take your brand in but all of a sudden the margin structure doesn't allow you to do it profitably. an investor wants to come in but the valuation is way too low. it's at that moment that you have to stop and say, no, this is against my plan. if i go forward, my entire plan will fall apart and t