Thanks for this. To get it straight, you decided to go for marketing niche has it was an industry that obsessed you.

From their, feedback allowed to focus on one thing and do it well. This makes sense as you probably stretched yourself too thin. But the thing I don't get is, what was the trigger/pivot that made you go for 'A/B/ testing and not another segment of marketing niche?

At that time, weren't there other players in A/B segment who were far more established? What competitive edge did you see that made you go all in in A/B and which eventually took off?