• In November 2021, the co-founder and original CEO was replaced by the board, despite the company’s strong performance, due to irreconcilable strategic disagreements.

• Opting to step away, the founder resigned from the board to give the new leadership an opportunity to succeed, even though he remained convinced their approach was misguided.

• Over $100M in funding was raised from prestigious investors like Shopify and Bain Capital, serving more than 12,000 customers.

• The company operated for 13 years with 10+ years under the founder’s leadership and 3 years under a “professional” CEO.

• Ultimately, the company’s closure left over 500 employees without jobs, marking a significant loss in both careers and vision.

Building a business is like crafting a reflection of yourself - it is deeply personal and connected to your identity. Please, never underestimate the bond between a creator and their creation. Take care of your “creature,” for it will always remain a part of you.