Jerry Della Femina

As supportive as my hometown is, in my high school, there are people who would probably walk up to me and punch me in the face. There's a select few that will never like me. They don't like what I stand for. They don't like somebody who stands for being sober, who stands for anything happy. They're going to be negative no matter what.

Every time I see documentaries or infomercials about little kids with cancer, I just freak out. It affects me on the highest emotional level... Anytime I think about it, it makes me sadder than anything I can think of.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.