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`0:41:23`

Yes. And so, now you're saying this what it used to be like Yeah. and it's coming out hard. most software is a service, not owned but rented. And we got to talk about owned and rented and landlords and all that jazz. We'll get into that in a second. Buying it enters you…

`0:42:08`

boom, you're evicted and it sort of sums up the the the dark side of rental Yes. Um so, I I that's a formula that I tend to like. It's not something I do because I it's a formula. It's like it turns out to be a formula. It's it's…

`0:42:54`

the opposite of owning?" It's renting. Now, software as a service is never really talked about as rental. That word is not does not come up. It's almost like it's it's buried, it's hidden. People don't want to talk about the fact that it's rental software. Think about like, what…

`0:43:40`

landlord stuff, all the the bad landlord stories. Everyone has one somewhere, right? In college or or wherever they're living now, whatever it is. So now I can I can sort of personify SaaS as a landlord. And it kind of is uh and uh it's just a way to establish a little bit of…

`0:44:26`

struggle with it because as you just bounced over it and kind of stumbled, I stumbled writing it. Payers, prayers, it's too close. But, I still went with it cuz I still like it a lot and it helps of course when you talk about church and whatever. but but I was a little bit worried…

`0:45:12`

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…

`0:46:00`

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…

`0:46:47`

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…

`0:47:33`

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…

`0:48:20`

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…

`0:49:07`

five bullet points? Why do you focus on those? You say, "Pay one time, own forever." You say, "We write the code, you get to see it." You say "We give you the software, you get to host it." You say, "Simple and straightforward, not enterprisey and bloated." And then finally, for one fixed price. Once. So…

`0:49:54`

Hey letter. So this one you open a little differently. You say, "Hey everyone, I'm Jason, CEO here at what are you going for there? Yeah, that that's a good question. Um when we launched which is an email service. I launched it initially with a with just this letter. This letter is currently on…

`0:50:40`

It kind of opens it up in a more personal way. Um I don't know strategically why I went that route, but it just felt like the right thing to do if there's only going to be this. It's less aggressive. It's more like a love letter to email. And so I wanted…

`0:51:25`

formulas. This they're similar formulas. Like this one's more of a personal letter. Um but you'll see at the bottom of this one my my avatar is in the bottom of this one. The other one is not on the left hand side. Um my email address is on the left hand side. It…

`0:52:12`

that is I want to get across early because most people don't like email. But you're like, "Actually, it's not that I don't like email. Like if I get an email from my wife, like I like that. If I get an email from an old friend, I like that. My uncle who…

`0:52:59`

kind of like letters. Wedding invitations are great. But things changed. Uh-huh. You started getting stuff you didn't want from people you didn't know. You lost control over who could reach you. An avalanche of automated emails cluttered everything up. And Gmail, Outlook, Yahoo, and Apple just let it happen. Right. There's sort…

`0:53:44`

like that I like that effect occasionally. You'll see most of my words are short. I don't like a lot of syllables in my stuff, but occasionally I want to go for that. And then because it's rare you feel it differently. Um and so that's where that that goes. When you say…

`0:54:30`

but then there's these occasional things that stand out. And I wanted the avalanche of automated cuz that's how it feels. It feels like an avalanche. Like you're out of control of an avalanche. You're caught in it. You can't do anything about it. Of course it can be tragic. This is…

`0:55:16`

Rather than delight in it, you deal with it. Right. So more than I would like. Yeah, so this is this is where I'm taking email away from the things that are pleasant. Like the you know, getting an email from a friend, hearing from a family member, whatever. Like that's you can envision that…

`0:56:02`

says, "All stories are about the 5-second moment of change." And what he's saying is that there's something that happens at the beginning and then at the end it will be the opposite of what's going on. So take your classic rom-com, right? You have somebody who's in state A and…