It knows its audience and its mobile number data base audience knows it. That, to me, is domination, and so when we go to market, when I think about going to market, I think about how can I blow my dog whistle that only my audience hears it? I don't want everybody to hear it. Especially, I don't want my competitors to hear it. Especially, I don't want my competitors, not yet. Not ready for them to hear it yet, right? Now, it depends. If you're doing a consumer focused product or a B2B product, that all depends, but when you're going to market, especially in the beginning, when you're blowing that whistle, you only want your audience to hear it, okay? And then as you are blowing that whistle, and your audience is hearing it, and you're starting to bring them in, you're starting to clearly carve out the reason why there's nothing like you, okay?
ALEX: If there's anything else you want, don't talk to me. If there's something I'm mentioning and you go, "Well, what about..." Look, then this isn't for you. You're just not the right dog to eat this dog food that I'm selling, right? And so in the beginning, going to market and becoming a dominant player means saying no to a lot of people, and only saying yes to those people that clearly go, "This is unique, fantastic."
CAROLINE: Right.
ALEX:'Cause guess what? That customer is gonna attract, a similar customer is gonna attract, a similar customer is gonna attract a similar customer. And once you've built enough gravity around your business, and you're completely dominant, meaning you are literally saying things so point-blank, like if you have a solution, be matter of fact, not we think this will do this for you, not we want this to happen for you, not we hope you're going to get this result, but point blank, if you don't do this, this is what you're gonna miss out on. If you do do this, this is what you're gonna get.
And that is all part about creating a dominant position and not marketing against anyone. People would ask me, "What about this company?" I'm like, "I have no clue." Honestly, if they've been around, why aren't you working with them? Oh, I don't know.