The first time we heard it, in relation to this business, both of us were excited to convince someone to work with us. He was an industry veteran and we wanted his help. We knew cheese and food, but we didn’t really know how to start a business.

We may have shared one of our myriad mistakes in our first weeks of “real” business, and he said, "You don’t know what you don’t know.” No judgement, just a comment. He couldn’t have been more right. We have been learning every single day lots of what we don’t know, but with each realization, we have been learning stuff that we do know. Neither list is really getting shorter, but we plod on, putting pretty, delicious things in boxes!