“We said like, "The founder was Thomas, senior background, your legend. We'd love to talk to you. Here's my phone number. Give me a call." And put a button saying, "Click here to email Thomas." I set up an ad campaign targeting all his friends and colleagues on LinkedIn. He was in America, so it was a different time zone. We went to sleep. I did it like, "Might as well give it a shot. Let's see what happens." I went to sleep. I come back to the office the next day, and I've got an email from Thomas. So this one-line email. He says, "I've seen your ads. What's your phone number. Let's chat."”