company she recently sold and entrepreneur and investor scott is the co-founder of socket and the chairman of all work and you also just sold a business, so 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 just saying no to save your business and to get what you really want. if you think about yourself, you have principles, you have values, things that are like a moral compass that you don't go against. you build the same attributes into your business. as you're building your business and things start to unfold and go into the market, you encounter all different sorts of situations. the retailer you wanted to go into wants your brand 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 where you really have to stop and say, no, this is against my plan. if i go forward, my entire plan will fall apart and there will