>> it's always tense to speak about money and talk about money. you balance company interest versus self-interest. >> after weeks of negotiations, they gave stephanie 3% more. again, without valuing the company. but this time the owners were diluted proportionally. >> dan contributed slightly less to bring stephanie up to 6% and i felt like that was a 4ri8 bit more equitable and fair. >> soon after another equity negotiation was on the horizon. the stakes were higher, too. >> when dan was renegotiating, it was really going to be the last arbitrary rebalancing of equity that we expected. i was starting to get a little concerned because all of a sudden once we gain investment our portions of the company are actually worth something. >> dan knew that, too, and believed he was worth more. >> i was acting as if i was a co-founder, but wasn't being compensated as if i was. >> dan's share went up to 23%. he also became president and coo. >> he needed to be absolutely viewed as the leader in a leadership position. >> the spirit of the increase