Better Brand Wins, Not Better Product

when you're saying choose me over someone else. I think a lot of people, they often think that the better product wins. I think that the better brand wins. Nine times out of 10, I think that's ultimately what people are making decisions on. They want to feel like they can trust you. They want to feel like you are, that you know them, you understand them. And again,

when we're talking about where Bill's going, that's what we're trying to be. We're trying to create as much brand love and connection as possible, make moments that previously sucked and make them fun and say, hey, we know you and your neighborhood. We know how to help you get the most out of those spaces

come to build every time. So we're not really necessarily trying to replace anything else out