Authenticity has never been more valuable, right? Telling the truth, being real. Early it was the flex, now it's the truth. Learning that no one can beat you at you and finding people who add value to you is a huge advantage. So figuring out how to build the best brand possible, and ento lining with people who are the best in their category is possible. The biggest person you're going to want isn't the big celebrity that has ten million dollars. What you really want is someone who is believable, who has a small network the people they communicate with,. That's a real human that could communicate.