The Ermberg Bass 95.5 Rule

The Ermberg Bass 95.5 rule says that 5% of the market is probably in market at any particular time and 95% is not. The idea is that generally speaking, people are in market a lot less than they're out of market. And so what do we do when they's out of market? One kind of one piece of thinking has been really that we just leave those people alone, you know, they're not ready to buy.