“Many of those hard knocks that I took during the time of Absthetics have now become so crucial and important in you know ah guiding and running Excel data. I think the number one mistake that we made was that we did not focus on the ideal customer persona or profile. We were not very focused on you know trying to figure out or trying to find who are the people that we are actually building this capability or these capabilities for. We were not very focused on that. I think we should have been a lot more focused on you know those capabilities and making sure that we were building for a persona.”