I had been a vegan ever since my college days at Ithaca College. Now I was opening my own vegetarian and vegan organic restaurant. The menus had been designed; the restaurant was being painted. It was located in a basement. I would need to do some excellent advertising. I was discussing this with one of my chefs and he said I should call a digital media strategist. I told him that sure sounds fancy and expensive. My chef said it will be even more expensive if I cook all this food and no one comes to eat it and we have to compost it.