Episode Summary
In this Prime Talk Podcast Sponsored by GETIDA – Joe Valley – Partner of Quiet Light- talks about the ultimate playbook for making an Amazon exit, and also more information about his life’s journey. #JoeValley#ecombroker
About Joe Valley of Quiet Light–
Over the last nine years, Joe has mentored thousands of entrepreneurs whose goal is to achieve their own eventual exit. He is a Certified Mergers & Acquisitions Professional, and a frequent guest expert in mastermind groups, on podcasts, and at events for entrepreneurs worldwide.
Find the Full Episode Below
Yoni Mazor 0:05
Everybody, welcome to another episode of prime talk today, I’m really excited to have a special guest that I’m having Joe Valley.
Yoni Mazor 0:11
Joe is a partner of Quiet Light. He has another partner he can talk more about him later on. But the pilot is a leading investment banking firm that helps Amazon sellers exit. So Joe, welcome to the show.
Joe Valley 0:23
Thanks for having me on. I appreciate it.
Yoni Mazor 0:25
My pleasure. I also forgot to mention that Joe is an accomplished writer and he has an amazing book that he wrote regarding exciting. I think it’s called the exit for normal
Joe Valley 0:36
Clothes. You know, the fact that it’s funny because I don’t look at myself as a writer, but I wrote a book right and it’s a bestselling book hit the bestseller in seven categories on Amazon. It’s called the exit printers playbook, which is helpful right?
Joe Valley 0:52
You know, when I was writing the book Yoni I reached out to 10 people that I trusted and they were influencers in the space. And they said, look, I’ve got two titles, two working titles one is exit printer and the other is incredible exits. Which one do you like? Nine out of 10 liked incredible exits. So like a fool I went with the exit printer but made it the xx printer’s playbook. I know
Yoni Mazor 1:16
It’s iconic the printer, it’s hard for me to say because I always want another country. But it sticks its thick that it’s remarkable just to say an image and exit I think it was not going to be as iconic as just focusing on that extra printer because unique nobody used that kind of framework.
Joe Valley 1:32
Yeah, incredible exit slows off the mouth very well the tongue. But even you know, I’m currently recording the audible version of the book. I had it done already. But the person that did it sounds a little robotic. So I’m in the process of recording the book now, and I’ll admit that a few times when I say exit printer, it is still a mouthful.
Yoni Mazor 1:53
But it’s anyways, it looks good on the day when you look at it, but Okay, so today’s episode we got to head over stuff a little bit of It’s okay. It’s going to be the story of you the story of Joe valleys, you’re going to share with us everything and share with us, you know, who are you? Where were you born? Where’d you grow up? Where’d you go to school as you begin your professional career, station to station until you get to where you are today, especially with the world of E-commerce? So without further ado, let’s jump right into it.
Joe Valley 2:18
Yeah, it’s funny, you know, I’ve got kids that are now once a sophomore in college and one is going off to college, and some of their friends are struggling with acceptance into college and figuring out the path that they want to have in their lives. And their parents are stressed about it to Yoni and all I do is tell them my path, which, you know, I don’t think I had my first job for more than maybe four or five months until I was 29 years old. I’m originally from Maine, backing it up.
Joe Valley 2:51
But originally grew up in Maine, both my parents were state of Maine employees, you know, middle-class family. I’m the youngest of four, and always sort of broke the mild a little bit. I never thought I’d have a real job. I was an entrepreneur as a kid with a newspaper route. And I used to have a worm farm. You know, in Maine, people go fishing all the time.
Yoni Mazor 3:13
So I was the name of the town. And man, if I may, a little town
Joe Valley 3:17
Called Gardiner, Maine, just south of the capital, which is Augusta. And I lived on a central street in Gardner and my dad was kind enough to let me put a big old sign out front that said, night crawlers for sale. We’re surrounded by water in Maine and gardening in particular, and people would come fishermen come knocking on the door, looking for night crawlers and go down to the basement and would get the fresh night crawlers out of the big box with dirt down there. They sailed. And then where did you source that?
Joe Valley 3:46
In my front yard. That’s the beautiful thing about it my muddy supply on a grasp on supply and demand was right out in the front yard, which is great. I live in the south now I live in North Carolina because it’s warmer men just to call. But you go outside with a flashlight at night in the summertime in Maine.
Joe Valley 4:03
And the night crawlers are there. And if you’re you know not stomping on the ground and not moving too quickly, get your fingers on them and then pull them out slowly. Real Technique to it. I don’t need to go too much into it. But it was my first experience with real entrepreneurship a paper route. You know, whatever you deliver a paper you get paid by the newspaper every month now they do it differently, of course, but the worm farm was my first entrepreneurial adventure.
Yoni Mazor 4:28
Got it? Okay, so parents are set, employees. Besides, you know, being set employees, they ever do anything on the side, anything that was entrepreneurial spirit or nature, or they look at a classic mild, mild. You know, you get a job somewhere you get a job, get some education, and yeah, the melds
Joe Valley 4:46
100% corporate life now, my grandfather, on the other hand, and my father’s dad was an entrepreneur. He came over to this country when he was 17 years old from Greece didn’t speak any English and ended up Starting with a fruit stand outside of a hospital and then making it a bigger stand and eventually winding up with a small restaurant. So
Yoni Mazor 5:08
Aside from your father’s side, he was always so the original Greek name because Valley is not so Riki
Joe Valley 5:13
And it’s not Greek. Yeah, it’s Bootsy values. So it was shortened. You know, he came across and they said, that’s too long. Give us something that just change it to Valley. So boots of Atlas. Yeah. Which, you know, it we had to figure out later on down the road. You know, when he came over from Greece, he left everything behind and came after the war. The big war came during the war.
Joe Valley 5:34
Okay. Yeah, that’s why he fled. And, and, you know, lost siblings and family members and, and left everything behind in the sense that he didn’t talk about his childhood, his history, to his son or his grandchildren at all. We had to discover most of it through genealogy and one of our family members doing most of the research and now we’re connected with a few family members over there.
Yoni Mazor 6:00
Wow. Okay. Fascinating. Okay, so you’re growing up. And then I guess you finished high school in Maine, right, and went off
Joe Valley 6:06
To Northeastern University. And Northeastern is in Boston, there’s a Co-Op program there. And I thought, like most kids going into college, they’re undecided on what they want to do. I chose business. And then I had a friend that was a year older than me, and he was investing in penny stocks. And I thought that’s cool. How do you do that? He’s got a degree focusing a degree in finance. And so I did the same thing. And I went to work through the Co-Op program where you go to school for six months and work for six months, it’s a five-year program. And I’m going to
Yoni Mazor 6:41
Work doesn’t involve those six months, it could be all
Joe Valley 6:45
Different types of work. It’s not an internship, it’s paid work. And my first venture in that area was to go to work for a mutual fund company called scatter funds because I wanted to be a stockbroker. And I did it, I was there for a total of nine months, first went for three on a Co-Op program, went back to school, then went back for six months and got my series six and 63, which is licensing in the state of Massachusetts, to advise in terms of mutual funds. I wasn’t a stockbroker, that’s a series seven, but I got that in college.
Joe Valley 7:18
But I also quickly realized that I didn’t enjoy that corporate life. I had a briefcase, but it was empty to have my lunch in it. I did wear a suit every day, but I bought it at a second-hand store. And I just didn’t fit in. So my next job though, really made me excited about the entrepreneurial life and small businesses, in particular, there was a co-op opportunity. This sounds like an awful job for somebody in college.
Joe Valley 7:45
But there was a co-op opportunity to go in as an assistant manager at a small fried chicken franchise called Cajun Joe’s fried chicken and biscuits, the strangest thing, but during the interview, the guy that interviewed me was maybe 2324 years old. And he said do you like beer? And I said, yeah, of course, I do. And he’s like, well, we get free beer from the bar next door. And we usually celebrate afterward. I’m like, this is a job I want. And so I took that job. And it was all entrepreneurship learning business from the bottom up.
Joe Valley 8:18
And while I was there, this guy walked in, and he had jeans ready, a briefcase, a leather jacket, and a polo shirt. And he starts pitching me on having his business deliver food for our restaurant. And the company was called dining in and the guy’s name was Michael hackle. Well, Michael left. And as soon as he was gone, I went out back and talked to Joe, he happened to be there, one of the owners of the business. And I said, John, listen, this is this. It was there was a dick and Joe was talking to him like, look, this is what this guy just pitched. I liked the idea, but I want to do it myself. And he said, Cool. I’m in let’s do a 5050. I’ll fund it. You can use our offices. And let’s go. And so
Yoni Mazor 9:06
I want to remind everybody this is while you’re still in school, yeah. vacation and you’re in the club.
Joe Valley 9:11
Yes. So as soon as that part of my I was maybe three weeks left before I had to go back to school full time. And it didn’t matter. This was something I could do at night while remaining in school full time, which I did. So I launched the company, it was called the wrong number. My pocket was different than dining ends dining in they were tuxedos. They went to high-end restaurants.
Joe Valley 9:35
Mine was geared towards college students. And I did create the name while drinking and getting high. And of course, I was in college and this is what we came up with a number, the name, but it worked. I had five restaurants signed up within the first few days. And I handed out you know, menus to the college students all around Northeastern US. versity where I lived, and we ended up delivering all over Boston, I think I got up to seven different restaurants. And this is when people would call in, I take the order, and would fax the order to the restaurant, and then my driver would go out and deliver it.
Joe Valley 10:13
And we had walkie-talkies for the drivers. And I did it for about six months, working, you know, from four to midnight, seven nights a week while in school full time. And then when Christmas time came around that year, I just took a break and then didn’t reopen it because it was just too much. I wasn’t making a ton of money. But I learned an awful lot and ended up going to work for Michael Hackl at dining in as a driver and I made a lot more money and have more freedom and flexibility. But I always knew that entrepreneurship was for me. Funny story with Michael. He grew that business beyond Boston to other major cities, and eventually got bought by GrubHub. And so part of his business became part of Grub Hub.
Yoni Mazor 10:52
Oh, yeah. Sounds like the early seeds of what we know today as a robot. Yeah,
Joe Valley 10:55
Exactly, exactly. He out. He offered me a job after college and whatnot. But it just, it was me working for somebody else. And it just wasn’t going to work out in the long run. But we had a good relationship. But you know, that was, you know, a long time ago, I’m 56 years old. Now, when I left college, I kicked around for some years back and forth to a whole lot of, you know, short-term jobs, temporary jobs, things of that nature, because I couldn’t figure out what I wanted to do. And I didn’t settle on my first full-time long-term job until I was almost 29 years old.
Yoni Mazor 11:33
Right. So I want to touch that. So you graduated. You know, those five years? Well, you know what you was that when you graduated, though, after those five years? Have? No, no, what was the year? So I want to start stamping the year so
Yoni Mazor 11:44
1819 9019 90? Sharp?
Joe Valley 11:49
1990. It was? Yeah, it was the summer of 1990. And, no, I must not have been 29 years old because that would have made me 25. That’s not right. Dude, I’m old. I can’t remember all these know,
Yoni Mazor 12:03
This is the year he graduated from Northeastern, it’s
Joe Valley 12:05
1990. And I took a job at a company called Talk America in 1994. Right. So
Yoni Mazor 12:14
Right after college in 1994. You say 1994. So what are you doing between 1990 to 1994? Those four years are whatever I
Joe Valley 12:21
Could figure out to make a buck here and there. I didn’t have a full-time job for more than I think probably six months. I know for part of that time, I lived in California and I got a full-time job at Nestle through a temp agency. But it was a full-time job. And I was there for six months. And I hated it. Right.
Yoni Mazor 12:42
So after college for five years, it kind of Scanlon together, looking for yourself also made a pitch into California. But when you’re 29, which is already 1994. Do you say?
Joe Valley 12:50
No, yeah, it wasn’t 29. I was not I was 29. Because I was born in 65. So yes, the math makes sense. But during those three years, three and a half year period, I didn’t have a full-time job. But I tried launching small businesses here and there, you know, whether I was a salesperson, knocking on business’s doors saying, hey, look, I can save you money on your utility bills, let me review them and we get to keep 25% of what we save that kind of stuff. But nothing ever really panned out, actually took a job as a business broker for a brick-and-mortar business broker company and went through all of their training.
Joe Valley 13:28
And then what you have to do in that situation is then you have to go out and drum up business, you go out, you start and you just start knocking on doors and saying, Hey, if you ever think about selling your business, I’m here let’s talk. And I didn’t feel comfortable walking up to businesses and handing out business cards. I probably lasted three weeks before I said, hey, this isn’t for me.
Joe Valley 13:48
Strangely enough, one of the businesses that I handed out a car to ended up selling through one of the brokers that worked with the firm I was at. But my real job you know, didn’t career didn’t start until talk America and I was employee number 34 at talk America and just like my interview at Cajun Joe’s fried chicken and biscuits, where I was asked about beer. This interview was on a Saturday morning, and the person interviewing me was my age. She wore sweatpants, it was moving down. It was very casual.
Yoni Mazor 14:16
And it was living at the time. Where were you in California or
Joe Valley 14:20
I was living in Southern Maine in Portland, Maine at the time, and I was employee number 34. And we did 17 million in revenue in 1994. And by the time I left in the summer of 1997. Well in 1997 I know the company did 105 million in revenue. So over.
Yoni Mazor 14:44
But yeah, what is this business all about? What was the model thesis?
Joe Valley 14:47
It was kind of a new version of what we know today. It was a direct response marketing company. Initially, they were a call center that took calls for radio spot ads and infomercials. So anything with an 800 number attached to it, the calls would go into this call center.
Joe Valley 15:07
And after a time, they would also produce radio spot ads and infomercials and control the marketing of the products, vertical 100%. And then in time, they added their fulfillment center, about the time I left, the fulfillment center was there and then they were developing their products, as well. But that kind of growth in that kind of integration and trying to be everything to everyone was not a success.
Joe Valley 15:36
Because again, when they did 17 million in revenue in Tucson in 1994, Rob, the owner of the business supposedly made about $4 million. By the time he did 105 million in 1997, he lost $2 million because they grew so fast, so rapidly blew up the overhead, and didn’t pay attention to the numbers. And we’re at a loss for the year. Fascinating, great lessons along the way. And I was a salesperson, I ended up being a media buyer started helping launch the media buying department in product development as well as negotiating with product owners to cut the deal and let us market their products and product development.
Joe Valley 16:20
And I left before I got fired, technically I left but I was not happy with the growth of the company because it was I was becoming more of a worker bee than anything else. There was a time when I’d be the first one in and the last one to leave. And then by the end, there were just 1000s of people, or 1000 people marching into the business every day, I was just a cog in the wheel, and I wasn’t happy with it. And when a business grows that rapidly, people that are in political favor grow to their level of incompetence.
Joe Valley 16:55
And that what was happening is those were people that were good at playing the political games inside the business were promoted, because they were likable, not because they were good at what they were doing. And people I think were being promoted to their level of incompetence. And then sometimes I was a little too vocal about it and I had a vacation coming up.
Joe Valley 17:24
So I took my vacation, but at the same time gave my notice and said look, I’m leaving the media department, I would like to resign from that and just become a salesperson on the sales floor. And while I was away on vacation, they asked me to come in and I said no, I’m on vacation. I’ll see you when I get back. And they let me know that that’s not going to happen because you’ve been vocal about thinking the director of sales is not qualified in their position. So let me walk you to the door. So they helped me pack up and walk me to the door. It was amicable,
Yoni Mazor 17:52
But yeah, no, no. So 1997 what was the next station,
Joe Valley 17:56
I launched my own media company, media buying agency jVi media launched in September of 1997. So I was you know, a media buyer at one point and talking talk America, I left I launched my own company. And my goal unit was to make $50,000 because that was my last full-time salary at talk America. So my goal is to make 50,000 in 1998. I made 10 times that.
Joe Valley 18:22
So going out into the entrepreneurial world was very good for me. But I can tell you that between September and December, just like in college, I worked full-time nights and weekends at another call center taking calls while running my media buying business during the day. And I had a client that signed on board initially when I launched the company, but about three weeks in I got a call from someone that was also a former employee at Tuck America. His name was Dan he and this guy named Mark, we’re launching their call center and had a client that they wanted me to buy the media for.
Joe Valley 19:00
And this goes to burning bridges. Because Dan was one of the people that was head of sales on the sales floor, talking America. And when I left I was I was leaving on good terms. Dan wasn’t the person I was vocal about. And I didn’t think that their product or their model was going to work. But I had good counsel in my wife who made sure that I did the best I could not burn bridges. I burned a few but I didn’t like them all on fire. And I took that call from Dan and I went into the studio with Dan while he produced the spot ads that I was to buy media time for and I was pretty certain it was not going to work because Dan weighed about 300 pounds. And it wasn’t muscle and the product was called fat assassin.
Joe Valley 19:53
And Dan’s in the booth reading an ad that goes something like how do you like to look better naked now you can win Fat assassin, and then it goes on for another 40 seconds. And so I’ve got that visual in my head driving home listening to the two ads going, Yeah, this isn’t going
Yoni Mazor 20:07
To work. But this is the vocal ad. This is just the voice of it’s just a voice.
Joe Valley 20:11
Radio spider. Yeah. But I had the visual because I was in the studio with him at the time. Well, one of the ads didn’t work. I was right about that. But the other one was a Grand Slam. And within, I want to say two months, three months, I was spending $100,000 a week on advertising for that campaign. So the growth was crazy insane. And it was, you know, as I look back today at what my primary role was, wasn’t, my primary role wasn’t just to buy great media, but to be a middleman between Dan and mark, and their client, Ted, I think that’s what his name was. But they were always fighting.
Joe Valley 20:52
So the client would, you know, send the money to me to buy the media. And the calls would go to Dan, Dan’s call center, but they would often fight during the week. And my job was always to get them back on the same page so that I could spend their money wisely and make a profit off of it as well.
Joe Valley 21:11
And it’s a funny thing, I was listening to a podcast a couple of weeks ago, and the gentleman was talking about analyzing what you do today and what you’ve done in your past, and what things have you been good at what you enjoy, and that’s what you should focus on. And lo and behold, it’s exactly what I do today, as a partner quite light as the person that’s in between transactions between buyers and sellers. My job is not necessarily to broker or not necessarily to buy media, but to manage people’s expectations and emotions more than anything else. So I had time between
Yoni Mazor 21:45
Early seeds of I would say, the balancing act of creating disharmony between organizations, people their needs. So he did that, you know, with the media buying, but you know, fast forward 20 plus years later, now with these, you know, these organizations where people created these organizations, they want to exit, it’s emotional, and also the buyers there, they actually can be a bit colder. It’s more transactional. How do you create a balancing act where ever there’s a kind of peace or harmony? And it all turns out? Well, so
Joe Valley 22:13
Yes, I’m doing the same thing. Same, same thing. It’s fascinating, enlightening, really, after that podcast and started thinking about what I’m good at today, what I was good at years ago, and what I enjoyed, because I had a period in between, right, so I ran JVM media from 1997. Technically, I still own the jVi media through 2005. I still actually own it today, it was just an empty shell. But in 1990, year,
Yoni Mazor 22:42
You’re for eight years, we’re about it. You know, you’re involved with this realm, or you’re doing other things, but we’ll get there. Yeah, you’re
Joe Valley 22:47
Right. So I write I always own jVi media where I bought time for other clients. But I also launched a company called Abbott industries, where I launched my products as well. So remember, I launched JVM media in 1997? Well, in January 1998, I launched my product. In addition,
Yoni Mazor 23:07
Your retailer, yeah, you’re your brand or product, I
Joe Valley 23:11
Created my brand. I had a manufacturer in New Jersey that did nutritional supplements, and I launched my brand, as well in 1998. And I did that all along. And I took my last. For my last radio direct response product, I did radio and television, I had two primary products that I did radio and television and commercials for the last one, I took 100% online in 2005. Now, on radio, and television, it was a colon cleansing product, right?
Joe Valley 23:45
So, on the jVi side, my biggest client was me, my product on added edit industries. But it was primarily a colon cleansing product. And I’m like, How can I take this 100% online? It’s one thing and my website developers like, look, Joe, you just write good quality content every month, and Google will reward you. I’m like, David, how the hell am I going to get good quality content about colon cleansing? Well, it turns out, he was right. And we morphed that single product into a product line on digestive wellness, it was a colon cleansing product, probiotic digestive enzymes, and then a full-on digestive wellness vitamin line.
Joe Valley 24:27
And I built that up from 2005 Two 2010 When I ultimately sold it in late 2010 through the firm that I’m now a partner at quite light, but I took that business to the best of the economy from Oh 5207 through the worst of the economy in oh eight and oh nine and then came out the other side in 2010. Just tired worn out. I didn’t enjoy it anymore. Because it was I had no interaction with other humans. For the most part. It was me And Dreamweaver, I did the Pay per Click advertising, I wrote copy
Yoni Mazor 25:06
Sounds a bit too technical, too repetitive in a way. So there’s no magic with actually working with others or developing. But let me ask you this because I find this a little fascinating. So the Jovi, right? Media buying gave you the ability to see the consumers right in front of you. And because of that, that gives you the confidence to hey, I plug in is, you know, I help all these brands and products that to sell, because I see the target, target audience, right run in front of me, might as well just have my product. Without that the thesis is there.
Joe Valley 25:38
Yes, I was open to it. And what happened was another colleague from the previous company, talking America, started an agency ad copy agency, where they did creative for these types of brands. And another person started a separate call center. And they walked into my office and said, Look, starting to call center, I need some clients. And John and Robert both came and robbed the call center.
Joe Valley 26:08
John. Oh, the agency on the agency says why don’t we start? Why don’t you start your own brand Joe and send them you can do the buying of the media, you’ve got the connections, and I said, alright, we’ll try it. I just had to make sure that it wasn’t competing with any of my JV or media clients.
Yoni Mazor 26:21
Yeah, no conflict of interest. Yeah. It’s amazing. Because you have just the whole assembly line on news kind of the last thing that’s called a product that you got to sell because everything was lubricated, machine all around the calling center, and the media buying and just the direct access. It’s a little fascinating to me because the internet kind of changed out in the 90s or late 90s. That was big, right?
Yoni Mazor 26:40
You know, having radio power and, you know, relying on radio to target audience popular still, today it’s effective. But back then it was probably maybe its glorious days. But the internet changed the paradigm of retail. You know, people on the phone, stuff like that it was just more accessible than people listening to radio, TV, and radio, because of internet streaming and all that stuff. Spotify, Apple Music,
Yoni Mazor 27:02
it’s not the same as used to be even though it says it’s a place of honor with retail, I would say, and advertising and media buying. But yeah, you’re just you were involved in that evolution from video into its online retail and you mentioned in the next 2010, which is pretty early days. So it’s pretty good.
Joe Valley 27:19
Yeah, it’s early days. I woke up one day, and you know, I lived on a lake here in North Carolina, my kids were young, and my wife was a stay-at-home mom. And I remember seeing, you know, a few other moms with their kids, you know, walked by my office window down to the pool.
Joe Valley 27:38
And I’m just, I’m miserable. I’m working from home and live on a lake, we have a beach and a pool. I’m working 20 hours a week making great money. And I’m unhappy with the work that I’m doing, which is kind of ridiculous. But it’s this entrepreneur affliction where you can only do something for so long before you need to move on. And in my case, what I did was I moved into a position where I was not engaging with others. I was just working in Dreamweaver and working with my website developer.
Joe Valley 28:08
And most days, we didn’t get along because he wanted me to spend a whole bunch of money on development with big ideas. And I didn’t want to do that it was too complicated for me. He was right, simple, and safe. Yeah, I think honestly, he was right if I had that long-term approach, but I never really did in those days. And so I woke up and decided to sell my business as I say more than anything else.
Joe Valley 28:34
But fortunately, one of the three brokerage firms that I spoke to at the time, told me that I should wait and that was quite like the other two brokers were just trying to get their hooks into me for a commission. Whereas quite light marked out now my business partner said, look, man, you got some good numbers here. The numbers are coming back in 2010 Stronger than 808 and oh nine I think if you wait another six months, you can make another $100,000 You tell me to go away because well, it’s in your best interest.
Joe Valley 29:03
I’m here for you now if you want, but if you wait six months, you’re going to make a lot more and you can prepare the business for sale. And he had me hook line and sinker then so I did what he talked about. I prepared the business I got my SOPs in place I get everything in order. We launched the business for sale in late October and sold it in November. It didn’t take long Jason yellow wits was the advisor at that time there was only one he was he was the entrepreneur turned advisor at quiet like those days. I took 2011 off and joined the company in early 2012 as the second advisor to join the team
Yoni Mazor 29:38
to talk to me about that spark that evolution what pushed you I mean because your background is you know it’s pretty unique was probably say the least you’ve been around but what a magnet. You know, what was the magnet that pull you into to you know, Join kwila What was the value or the excitement because you said you were maybe even burned out? What were you doing before I guess it was the passion that took you to that place for somebody so if you could talk about that a little bit,
Joe Valley 30:02
I just enjoyed the process with Jason. He was engaging Mark was engaging, they were trying to understand my business, and I was learning a ton. And at the end of the day, it’s an exit that I wanted and needed. And they were really helpful in the process. And something about that process just made me want to get i
