High fit

Time Zone measured Jim Kurzley's awareness of where his business was in its journey. He was thinking like a company ready for massive retail expansion when he was actually still in early startup phase. Hernan Lopez pointed out that since customers 'will buy only once' and there's 'not a whole lot of potential' for repeat purchases, Jim needed to meet his business where it actually was - focused on building relationships and expanding the product line rather than rushing to scale.