When you think about things like thatik, how do, how do they crack that i think, you know, ritual is a great example of a brand that loas ti will ye, refers like ten % of

their business because they've cracked this coade of the way it makes you feel and its ndits, it goes into your daily regiment, and it's,

it's, you know, the way it feels when you take the pill, the

way it feels when you're making the

right choice. Athletic greens another great example of something that they, they've cracked this code on litan, two favorite brands, but they've cracked the coat on brand where you feel proud and excited to share. And i think the the other, and i think this is like, also, can it be a really fun thing to banter around, is like growth hacts? You know? Groth a, yes, a huge growth hack. Ithi the, the, the reason why i love talki about growth aks is there's this concept like, if it works, then you should do it. And my thing

is, like, just because it works,

it doesn't mean it's the right move, right? Like, i can think of a bunch. One of them is sharing emalelists and doing a giveaway. Like, if you sign up for this, ou get added to seven email listsand you have the ability

to win a collection of 17 brands giving

a mother's day gift together. And now i'm on 17 email lists, but i only really give a shit about one or two of the brands. Like, wha happens when i get email number one from the funky seltzer company? And that i don't really care about yet. I think it depends its what are you optimizing for, and over what time frame are you optimizing for? And i think this is kind of what happens with incentives tat can happen pretty easily, if you're optimizing for lowest cak, or your optimizing for most number of leads for growing your email list. There's a bunch of ways to do that that aren't going to a significantly lead to long term brand growth and long term profitability and growth of your brand. And i think, you know, i think it's what warran buffet that

said, li showed me the incentive, and i'll show you the outcome.