What is it? I think just looking in my own life and knowing human nature, I believe that we are naturally programmed to find the path of least resistance. We want the quickest way to fix our pain or we want the quickest path to the greatest gain. Matthew and I were talking about this even recently as we were talking about paid leads. And we've mentioned this on the podcast and definitely on the webinar before just paid leads give you that hit that you want, right? That I'm not going to call it a dopamine hit, but it definitely makes you feel good. Like, Hey, we're getting leads and you're paying for them. And it's like, yes, what's the hard work? The hard work is creating an engine that gives you organic leads week after week, month after month, year after year. That's the hard work. Like think about this. Think about marketing from, and I'm thinking about marketing and obviously think about this advertisement. If I were to, if I were to post ads on Facebook, if I were in the health niche and I wanted to post ads on Facebook, which ad it's going to do best? This is ad number one is how to lose 20 pounds of fat and get ripped in 30 days without going to the gym, starving yourself or cutting out your favorite desserts. I think I probably read that ad before. Like, I think this is probably an ad that's running right now somewhere and why because marketers understand if they can get you to believe you can have massive success with as little work as possible, you're more likely to click that button and check it out. What about this ad? Had to lose 20 pounds of fat and get stronger over 12 months of consistently eating healthy, lifting weights and committing to exercise six days a week. I don't see many people clicking that ad. But one of these is marketing and one of them is reality. So I just want to encourage you, like, if you want to achieve, like get these things in your mind, understanding your why, having a mindset of patience, like this is not going to be short thing. This is going to be a long term project. You can even set the project in EOS. It's a 10 year goal that you're setting and then just be prepared to keep going no matter what the obstacles that come up. And that's what's great about this community is that we're here to encourage each other. There's plenty of podcasts you can listen to. There's conferences you can go and get great insight. There's people that you can connect with and learn what they're doing. There's vendors out there that want to help you succeed. And so all of this, all of this is a great advantage to us. And so I hope, I hope that as we're winding down the year and we're starting to look ahead to 2024, I hope that you finish strong. And then I hope that as 2024 starts to appear, you set your targets for the year. You get very, very clear about what you want to achieve, how you're going to achieve it. And then you just commit to the process. Good everybody, that is it for this episode. I hope that you'll join us on our webinar November 2nd. Can't wait to see you there. Have a great one.