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If the business customers are across the country and the world -- >> yeah, who cares. >> it is not suitable and does not make sense and it is a huge expense that may not pay off. >> and besides doing the analysis, i always think about if we don't know something, how can you test it as cheaply as possible? so i would definitely not jump into something for multiple years and i would if i can get it for a short amount of time and see how it starts. >> and do a pop-up store, and if it gets people coming and buy more. >> exactly. >> this is the next one, an e-mail from bruce, and how do i develop a...

For somebody to build a better mousetrap everyday, and the guinness folks let their brand get stale, and there is a new one out, and record setter is cool and hip and willing to target people doing crazy things, and this is a ono-brainer for them to use this company. >> it feels very modern to me, that company. >> well, with today's day and age with the mobile changes and the social media, new opportunities in every industry, and what they did was to look at it an old industry in a unique way from the ground, and they have created a compelling model. >> i mean, his comparison really struck me,...

>> and once you get them together, it is really important to understand how you are asking the questions. you don't want to lead anyone. >> yeah, right. >> it is important to do research on that. >> yeah, i almost, and i know that when i have an idea i want to be excited about it and part of me wants you to confirm the idea, and so when i get advice i want to set the expectation that they can give bad advice, because we are not bought into this, and it won't hurt our feelings and create environment of open and honest as possible and at the end of the day with focus can groups, i'm aware that w...