Laurel sits down with the CEO of Hello Alfred, Marcela Sapone, to dive into the details behind this high growth startup that allows everyone to experience the benefits of having their own butler. In this episode we discuss: - How to turn your idea into a real company by getting your first customer - When trust is at the core of your product, how do you ensure you're building that trust with your customers - W2 vs 1099: why Alfred chose to classify employees as W2 (it's better for business in the long run) - Deferring growth to focus on unit economics in order to make a sustainable company - Using focused experimentation to continually learn and grow