I agree with the advice, it is actually helpful for where our startup is at now. But from a former journalist’s perspective, I felt you could have built more credibility around the alleged owner of those 19 online shops. 10% of me can understand his request for anonymity, but I felt it would have helped if you gave a bit more context about how you met him. How did you first meet, how did you agree on the pizza, who pitched who, and how. Did he actually say: “these are my 3 pieces of advice”, or were these your (perfectly valid) conclusions. Any kind of extra context would have made it a little bit more credible. Half of me really wishes the meeting was true, but the other half wonders if this was for real, or just a smart marketing article .