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Sramana Mitra: John, welcome to the show again. What are you up to these days? It looks like we talked a while ago about your previous company DataSong and you're up to a new adventure. So, tell us about it.John Wallace: I've been fortunate to be building Lift Lab for the past five years. The team had built a company with me called DataSong, which, you covered. I feel very honored and fortunate to be a second time attendee on one of these interviews. Something unique I'll share about us is that, when we took some time off from DataSong after its acquisition, a couple of my colleagues had gotten back together and they were trying to figure out what they wanted to build next and I had shared an idea with them. I actually came back and rejoined the old team. And that idea was the beginning of LiftLab.Sramana Mitra: So tell me a bit about the ideation process. Like why, what struck you that this was the idea that you wanted to go after in your second? Because people tend to ....