A close friend of mine was a first form athlete, right? And I was like, dude, sell Prestige Labs. He continued to he in hall and to this day he still sells first form. The thing that I missed was actually the soft stuff. It was the brand stuff. My creative director sent me a podcast, my eighth podcast of all time. I'll tell you the title. Stop branding. Because I felt so confident about the fact thatI was like, you don't need a brand. You do cold and cold, cold, cold outreach. Yeah. See, you're the guy I'm talking to saying, Hey, use those skills to build a brand.