7. Persuasion Onto the next principle. What do people want? It's an interesting question to ask this far into the process. And if you want to, you can listen to this one first, but what do people want begins with a simple answer, which is not what you want. Many of the choices that entrepreneurs make are about, what do you want, how big do you want to grow? [00:00:32] What kind of company do you want to have? What are the upsides? What are the downsides? What are the risks? What do you want? But as soon as it's more than just you, the question shifts to what do other people want? Maybe investors, maybe employees and especially. Customers. So let's take this bit by bit and try to understand that if you don't give people what they want, because this is a voluntary transaction, they will walk away that traction with the people you seek to serve and work with is essential because you have no other options. [00:01:13] You cannot force people to do business with you in any way. What...