Is That What You Wanted or Ito?

Most marketers, i would say, thay, you know, when we go look at ourselves in the mirrer in the morning, we don't see scary monsters. But our prospects do. And so there's this assumption that we need to deal with their competitive options, but they're not even close to that point yet. The act of bob and martha, 63 year old retirs, getting in a car and driving to a holiday inn they've never been to before on the opposite side of town is as scary as you or i deciding that we're good a gulfacation and i ran.