sounds kind of trivial, but it's one of the hardest things to do, because entrepreneurs are usually geared towards believing what they do is right. and to a certain extent, that's what you need to do. but then you get to that judgment call, where you need to get in, i'm riding a dead horse. and at babel, that kind of saved us. because we built a product first that really didn't work very well, the language learning. and we gave into the fact that we have toiterate. >> am i right in just guessing that it took you longer than it should have to own that failure and change? >> yeah. how do you know? >> that's what's always happens, right? you know it in your gut, but it takes long to pull the switch. all right, you've had an interesting experience, because you have worked with big brands in the fashion industry. and then you left and started your own company, which is doing