Writing has to be playful and fun

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becomes playful for me. And then I know it's going to be good as well. Has to be playful. I think. I don't like to get too serious about this stuff. And so, I'm here I'm like, "Payers and players and church This is fun." And I'm ripping on landlords to a certain degree. Like this is getting fun. Then let me just stop you there real Okay. One thing that I love about play that I just realized is when you're playing, you can't not be who you really are. There's no such thing as play without personality. And so, I think that what play does is it brings out the personality that so many people are seeking. Yeah. Valuations shot to the moon on the backs of businesses subscribed at luxury prices for commodity services that they had little control over. Add up your SaaS subscriptions last year. You should own that by now.

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I like that sentence, right? Well, I well, I think that that kind of hits them. Boom, you should own that by now. And that's sort of the third big hit. And you did. That's the revelation for me. So, it's a revelation. It's like "You're right, I should own that by now." That's what I wanted to put in someone's head. Like, "Yeah, I've been paying for these subscriptions for years. It's kind of the same thing. Yeah, I'm getting new features, but it's essentially the same thing. These companies have been making tons and tons and tons and tons of money, valuations through the moon. I should own this by now. You're damn right I should." Like that's how I wanted I wanted to transfer this feeling into the person at that moment and go, "You're damn right I should. I hadn't thought about that, but yeah, I should." You know, that kind of feeling. So, that's what that was about. So, now what you do is you

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have one more line here about SaaS and then what you do is you begin to introduce Once, which is this line of products. So, tell me about that transition and then why you thought about the structure in this way of talk about the problem, do a transition and then talk about Once. I want to get someone to to nod their head first. So, if I'm going to get um someone to agree with me later in a I kind of want them to agree with me it's kind of like you read the first half of this and you're probably going to go, "Yeah. Yeah. Uh-huh. Yeah." You're nodding. I want to find this resonance. Like I'm nodding, you're nodding and now you're open to hearing what I have to say. I've described what

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I feel like is the reality and now here's what I want to bring to what I what I want to happen next, what I what I think is that could be the new reality. So, that's why that that generally that format works well for me. Um I mean, I've seen and you when you look at great product demos, it's the same way. They kind of show a product and they go, "This is what's wrong with the product or the the category and like here's our solution." It's just kind of a nice way to I think establish a reality, get someone to go, "Yeah." And then they're open. And then you have some fun with Once. Once. Once. Once. Once. But what stands out is the way that you begin that is you say, "Once. Once upon a time you owned what you paid for. You controlled what you depended on

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and your privacy and security were your own business." Can I stop you there? The name Once, which is this brand, that the name came from um writing that once upon a time thinking actually, I didn't write thinking once upon a time used to pay for software. Huh. I'm like Once is actually once upon a time. That's good. I like that word. It also since we're paying once, once and once upon a time, like there's this double meaning there, which I really liked. And um so, it actually the name of the thing actually came from writing and thinking about how to talk about the And then how do you think about Now, you have the basically five bullet points that you talk about with Once. So why