building things, building this now when we re a $50 million company this is the way it s going to work. and really we should be building it for now? oh, yeah. in the software business we have this problem all the time. we have this imagination that once we put the product out there millions of people are going to flock to it, the servers are going to crash so we ve got to be ready to handle that. the truth is most of the time nobody wants the product so nothing crashes. so what we want to do is figure out when the problem happens, how will we know that it happened, how can we detect that we have a problem, and then how can we respond really quickly? got it. because you could end up wasting a lot of money building something for 20 million people when 500 people are going to come. exactly. then identify your pattern of growth. how do you do that? we had this concept in the book we call engines of growth, which is that sustainable growth, not like a ponzi scheme, not like a one-