You can only have one customer. You really have to know what organization you're building from the outset. It is truly a skitzophrantic company to serve a b to b market with a b to c team, or vice versa. And it's very different ways you design and develop and even market the products. So going back to your story,. Get a call from jonathan rubenstein, apple's chief hardware engineer. They're looking for someone to help them build a small electronic device. But pretty soon you realize that that's anout the assignment. Whel we have to choose yor choose your customer.