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think need to have more discussion. you did it, right? you started your company from nothing. it got to this point where you have a great exit with adobe. you ve been around pinterest, uber as they ve grown. let s talk about book. build the narrative before your product. it sound like an early thing. but you re building products all around. i think a lot of teams and founders build the product as a solution for customers suffering a problem. but stopping and thinking about not only the brand itself but the narrative and putting together a splash page of how to present the product once it s launched starts to fill in a lot of the gaps what your product should be and develop the tone of it. who your customers are. sometimes you realize, wait a second, i don t know if we re going to have a good go to market story around this product. there are a number of successful entrepreneur who is have done