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How a $4 Hot Dog Taught Me to Stop Optimizing and Start Creating Loyalty That Lasts

Feb 8, 2026

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3 min read

How a $4 Hot Dog Taught Me to Stop Optimizing and Start Creating Loyalty That Lasts

When a couple dining at Eleven Madison Park mentioned they’d never had a proper New York hot dog from a street cart, Will Guidara did something that made his kitchen staff think he’d lost his mind.

Dax Hamman
Dax Hamman

Hard Part First

Hard Part First

Hard Part First is a publication for founders who know that tech is a commodity today and distribution is the moat. I’m Dax Hamman. I’ve been a founder three times: at Chango (sold to Rubicon Project for $122M), and now at FOMO.ai, where I’m building AI + human marketing teams for brands like Noom, Minted, and PetMeds.

© 2026 Hard Part First.
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