00:09 Neil Blumenthal: We started this company with really lofty goals. One was to radically transform the optical industry 'cause it was our hope that we could transfer billions of dollars from these large multinational corporations to consumers. And likewise, we wanted to create a model for how a for-profit company should behave 'cause we believe that they should be stakeholder-centric. They should be thinking about customers and employees, and the community and the environment, in the same way that they think about shareholders.
00:36 Blumenthal: So, we're trying to build a company that's doing good in the world and we're finding that that's resonating with customers, again, because it's been core to who we are since the beginning, so it's authentic. What we've found is that in the internet age, you can no longer hide and the brands that think that they can just create an aspirational ad and it's gonna resonate with customers, are in for a rude awakening over the next few years. And that sort of motivation for building a mission-driven organization, really, needs to come from something that's personal to you and passionate to you. And we're finding that people are responding to it, our customers are responding to it, our employees. It's helping us recruit and retain great talent, and it's building those great relationships that we want and leading to virality.
01:27 Blumenthal: We ended up hitting our first-year's sales targets in three weeks, which is nuts and selling out of our top 15 styles in four weeks. And it was because of that press, and it was because of the word-of-mouth that spread afterwards because it's our social mission, and us, being sort of a mission-driven organization, that's distributing a pair for every pair that we sell. The way that we had built our brand and built our business model, there were a lot of reasons for people to talk about us.