I started reading Fortune when I was 13 years old while other boys my age were reading Sports Illustrated, so the history of brand and branded products were always interesting to me. Many of the business ideas I had before PHLUR were easy to poke holes in or were coming to me at a time I was fortunate enough to have rapid career progression in the corporate world. But in the corporate world I was able to work on projects that were entrepreneurial in nature, constantly asking me to reexamine: ‘How does an existing business go back to market?’ I think the biggest difference this time was where I saw the internet as it related to brands. Prior to social media, the only brands that were created online were media brands like YouTube or Google, or aggregator brands like an Expedia, Match.com or Amazon. But with social media we saw digital first brands like Warby Parker emerge, and being a brand guy, that got me very excited. So I leveraged my 20 years of e-commerce experience with a brand background, and my interest in consumer products, and decided: well, maybe now’s the time.