Nick Kokonas emphasizes that sustainable success comes from understanding what a business truly sells—often an experience, not just a product. He transformed restaurant operations by introducing ticketing and dynamic pricing, reducing waste and no-shows while improving margins. These innovations led to the creation of Tock, a booking platform built from firsthand experience and real-world testing. By pre-selling meals and optimizing demand, restaurants gain predictability and efficiency. Nick also highlights the power of self-publishing, direct customer relationships, and early vendor payments to improve cash flow. During the pandemic, Tock enabled a rapid shift to carry-out with low fees, proving resilient amid crisis. He critiques last-mile delivery economics and advocates for fairer cost distribution. Ultimately, the conversation underscores the importance of owning your model, knowing your customer, and executing with precision—even when industry norms resist change.