Is There a Silver Bullet for That?

There's no silver bullet for that. I think it's a mindset that you need to follow. You want to think about what's the place you can go where you can get kind of a group of people excited about what you're selling and use that as a beachhead until a larger market and larger group of people. And how do you get there without it feeling like a formal marketing play? That is a really hard thing to do. Because knowing where your customers are is not as hard anymore, I would say. But knowing how to resonate with your customers where they are in their element and where they don't want to be sold is very difficult.