If you have a business partner who is an expert in something, and you're not, which was the case for us (like, we're both good at the opposite things), let that person be the expert.

Just because someone initially came up with the idea, or just becomes someone thinks they have a good marketing idea, doesn't mean that it IS a good marketing idea.

In our case, my co-founder is a brilliant designer and a brilliant marketer. If there was one thing that I could be like "Zach, just go back and shut up about it, just let him do his thing..."