Make sure you are ready for it and be prepared because it's a long, hard, tough road. But be incredibly stubborn.

There were at least a half a dozen times at Simple that I was ready to just give up & just be like "We can't do this!" like "This is just undoable!"

There are so many [moments] where you think that everything is fine, you have it all figured out, and out of the left field you just get this massive shock and you're like "Everything that we've spent the last 6 months working on, throw it away, start again!"

The only reason that we succeeded is because we just kept at it. We never ACTUALLY gave up. That's where having a good co-founder is useful. Many times I've convinced Josh not to throw in the towel, and many times Josh convinced ME not to throw in the towel.

It's simple, right? We never had all 3 cofounders ready to give up at the same time, thankfully. So we never did.