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Are aligned with mean? whose philosophy is aligned with mine? he thinks about their customers the way i think about my customers? who has shown that? who doesn't say it but who shows it? >> reporter: leechbltly debra decided to leave them and go with another service provider who had what she thought some of the other services she needed. >> it was a disaster. it was a disaster. when i left them to go to another company they had all the bells and whistles and promised this and that and the main thing that i needed they weren't able to provide. so that was like oh my gosh. i can't believe i did ...

Or worse. >> men's line j paul may have entered crowded field in 2007, but for founders paul and paul, that was no deterrent. >> our products really are targeted for those guys that do have thick beards like myself. and my business partner paul strong has very sensitive skin. we felt that there really was a market void there. >> for them it was uncharpted territory. >> i had zero, i had no experience at all. came from an oil and gas background and some logistics, we did not have real industry knowledge. >> they may have been at a slight disadvantage, you wouldn't know it. >> we used our saving...