So before we start launching a product or doing a bunch of operational efficiency, strategic-y stuff, let’s just stop. And I got the VP of marketing and they said, and they were in the process of consolidating the brand new packaging.
And I just pulled the brake lever — the emergency brake on all of it and just said, “Stop! We’re gonna do this process. We’re going to bring someone in from outside, who’s going to work with our team on what I call brand gravity.” And that’s really to drill down the salient message of what it is we do.
