We spent, I mean, that's 90% of the time that's where I start. When we start working together, that's where we start the discussions because 90% of the time it's either not specific enough or it's very confusing. There's a problem with it. The hardest thing. I don't know if you see this with developers, but writers. This is more on the kind of creative side of things, right? Writers focus a lot on their craft and they don't want to leave opportunities on the table. So the thinking is, yeah, but if I narrow on down to this, that means I'm not going to have all these other opportunities. And I think you talk, I think I learned this from you, this wording, which is that only limits what you pursue, not necessarily what you accept. You need focus in terms of what you pursue. Now, if something comes to you that's not what you advertise and as you listening to it, you realize this would be a great opportunity. I can absolutely help them. That's a different story, but you have leverage there. They came to you. They know you don't focus on their industry or their sector, but they're convinced because they came referred or whatever that you're the one who can help them. Writers have a hard time understanding and listen, I get it. I felt the same way for years is that if you narrow it down, you're not narrowing down your options. You're making it easier for people to say yes. Yeah. And I would rather have a smoother sales process with fewer people, but end up with higher quality than to cast a wider net and just go through

that mess. Yeah, I'm so glad you said wider net because I know that that is the metaphor that some people's minds, but I want to talk through that metaphor for people who are in that like or that fear or leaving opportunity on the table. When you say like, why would I just fish with this single hook when I could cast a wide net? I'm like, no, that's not the right, the metaphor is wrong. And then by being a generalist and appealing to everyone, that's not the net. It's the water. So Nike has a big net. Apple has a big net. You have a single fishing hook, whether you're the ocean or standing next to a barrel full of trout. I actually looked it up. It's estimated that there are 3.5 trillion. I think it's I can't remember now, trillion fish in the ocean. And there might only be a thousand trout in this bucket you're standing next to, but they're jumping into your hands. Would you rather have the thousand trout that you can see right there that are jumping into your hands? Or would you rather be out in the ocean in a dinghy with a single hook? You don't get a big net. That is for big company. You always only have this little hook and between those two options, I'd much rather be next to the barrel.