So we had to kind of readjust our allocation. So that runway was maybe less 12 months and maybe like six to nine. We'll worry about that later. We were we were like, you know what? In our minds, we're like, we have 12 months to make this thing work to make these fashion technology business that we're working on work. Now, did that business work? It did not. You can probably tell that it did not work. So after only four months, we decided to fail it. Decision making. And it was like cute us to us. You've got a hand to us. We kind of worked out that the problem itself was probably not a big enough one that people were willing to actually change the habits for. So we made a really, really tough, but courageous decision to fail that. And they were like, now what? We generate 2020. December 20th, 2019. Yeah. Yeah. And we're coming into happy new year. Exactly. And you're like, what are we going to do? OK. So I mean, everything happens for a reason, right? The great thing about having gone through that experience was that it led us because we were it was a fashion technology idea. So we were talking to a lot of boutiques and brands and that led us to actually providing agency services to help them. Be able to help them acquire our customers. That's actually what we ended up falling into. So that was, as you said, beginning 2020, we had a gosh, around five months, maybe left around a lot of 12 months. And it was at that point that we decided to make the transition into coaching. Yes, because agency was great. But, you know, I don't know if anyone on here is listening to this hazard agency, I've tried it, but it's hard work. It's hard work. And you really got to want to be all in on it to scale it. Yeah. And I think for us, we just were not in the headspace to be like, OK, we want to be hiring people for this business. So we instead thought, let's transition to coaching. We've heard a lot will definitely been targeted with a lot of Facebook ads. But I had great coaching. Yeah. I remember one ad that made us decide to get into it. Yeah. Exactly. And so we that's what we did. And specifically, we went into high ticket group coaching helping e-commerce business grow because that's what we're doing in agency land. So that just made sense to do that in coaching land. So it's a business called the Girth Boss. So. And so we decided that and I wish I could say that we were successful straight at the game. Yeah. I wish it would have been nice, right? To be like, well, we didn't have five months left. Yeah. And then I was eight months exploded into five years because it did so amazing. Yeah. But that was not the case. So not the case. Now, luckily, because of the agency, we had a little bit. We give ourselves a little bit more time. So we probably had maybe an additional six months. Yeah. So we at that point, we probably almost had a year to figure this out. Figure this out. And I'm not exaggerating when I say that those initial couple of months in coaching, we were earning, what do you call it, like a big fat zero. I'm like, how else do we say that? Oh my God. Those were stressful. My yes. Oh my goodness. And it's like, you know, when you start, you know, you're coaching your consulting business and suddenly your Facebook feed is just flooded with add after add of this coach and that coach and that consultant and that consultant looking like a providing the exact same thing that you are. What? And you know, right? You know that they've been in the game a lot longer than you. They have an ad budget because clearly they're running ads. Yes. They have a list. You go and stalk them and you see that they have like tens of thousands or hundreds of thousands of followers, all these testimonials. All these testimonials. And they keep money and you're not. Well, that was what was happening. That was what was happening. We were watching all these other coaches have this brilliant success with seemingly all this capital behind them. And I think we had maybe $2,000 credit card. Because yeah, I mean, getting credit here was also we're starting from scratch. Right. That was so many things. So really big. Yeah. And we probably just had an additional six months to make this work. That was all we had going for us. Anyway, and this is the thing, right? We knew that we could genuinely help and serve our audience. But this was what we're up again. So it was like, good luck. It was scary to have to ask good luck. It was scary. It was faster. And I don't, I don't know. I'm sure that there are people listening to this who knows. You probably don't exactly how this feels like. And at the time we tried everything we knew, we threw every single thing we knew at the time. So we were doing all the things we were running Facebook ads that we couldn't really afford. But we were like, you know what? Everyone else is doing it. We've got to try this. We'll make this money back. Yeah. Right. We were running challenges. We were running webinars. We were reading all the books. Like I now, by the way, I've got no books with me from Sydney because I was like, I've only got this many, some cases. It's like a lot. I've got other things that I could not bring any books. So basically now I have full full bookshelves. Yeah. All of these entrepreneur books, entrepreneurship books. And I remember reading traffic secrets by Russell Brunson. And the one thing he said that stood out to me was, you've got to start publishing. You got to start publishing. And so we did. We've launched a podcast to start publishing. And I went on Amazon. I found a microphone that wasn't too expensive because we just do not have the funds. Yeah. So I spent $52.99 on one that I got free reviews. And we started recording not knowing what in the world we were doing. So funny. We didn't know how to edit. Like literally, I think we were just like, you know, like, we didn't like what we heard. We'd have to rerecord the whole thing because I did not understand the concept of like, yeah, you can cut things and you can insert things. I did not know any of that. So we launched a podcast and still nothing. So that clock, that clock that was governing how long we had in New York City, yeah, it was ticking and it was definitely not slowing down despite our best efforts. And then I came across this other book. So it's written by Daniel Priestley. It's called OBS And I was like, oh, OK, I think there's something here. I think we need to be more intentional about the content that we were creating. Because we had this podcast, which, you know, we were creating content. Yeah, putting the time in like every Sunday. Yeah. But the problem was that no one knew about it. That was a problem. Right. So what we, what I kind of worked out at the time, I did not call it this, but now I call it this, but we had to create what I call content, honey trucks messaging that we have people feeling so compelled to want to listen to our podcast. And then we had to lay our content, honey traps all throughout our podcast so that they would feel so compelled to get on to our list. And then when they're on our list, then we would have to continue a conversation with them directly with them. And this was how we were going to get that seven hours that we needed them to consume so they would come to know like and trust us. And from there, we'd get them into our conversion event and we'd make a sale. And so that was it. Right. So we had to create this kind of job. So that was what was going through my mind. Yes. And by the way, we had to do all this quickly because that clock was still going from magic, I think, down to the country. Exactly. So it was a pretty, pretty crazy idea, but that was kind of an epiphany that I had, you know, just seeing what other successful entrepreneurs were doing. So we started being way more intentional with the content that we were creating, what we were talking about, who we were talking to, what we're doing in our social media. And honestly, I don't think anything was working. I was like in a freak out zone. Yeah. Because one month went by and there wasn't much change. But the good thing, I mean, we, we definitely stick to our gardens because we kept going anyway. We kept podcasting. We kept creating this long form content, kept showing up on social media, kept emailing. Outlist fortunately was growing, growing slowly, but it was growing. So there were people to actually email, which is great. Another month, another month went by. Yeah. We kept going and another month kept going. And then I remember September, 2020. But like, literally how we did not have much time left. So 2020, we had just launched our off arm for the third time. That was the third month in the row that we did this. And suddenly we were. Oh my gosh. Okay. I still remember the, the, the moments I think I was, because I met, I'm an early, early sleeper. So I was at like pretty much in bed. Yeah. And we started getting strike notifications. Yeah. Strike like, you know that emails that come through. Yeah. And you're like, it's on the stripe. And it says, congratulations.