The biggest lever was the Media Day concept. We brought in well-known Lithuanian figures, had Gediminas cut their hair on camera, and turned each session into a conversation worth watching. Eight guests per shoot, carefully prepared questions, a full production crew, and enough content to fuel months of output from a single day. It was efficient, credible, and endlessly watchable. Once the audience was built, we monetized it. Seminars, 1-on-1 coaching, and group sessions gave Gediminas revenue streams while the barbershop was still a plan on paper. By the time we opened the doors to "Ponas Aligatorius — Barzdaskučių Kalvė" in the center of Vilnius, the demand was already there. The opening was a full-scale success. We didn't stop at the launch. To cement Gediminas as the undisputed face of the craft in Lithuania, we organized Barbers Unite 2026, the largest barber industry event in the country's history.