Aren't You Ready to Buy?

i don't know if it's just the ego part that you mention, i think it's also like, it's harder people, and especially marketers, are inclined to want to talk about their own product. It's so much more effective if i first learn what you want, and then i'm like, oh, now i know you want that. A lot of sales manager enablement to make sure they're making sure the reps are qualifying first, qualifying first. I mean, at service max we had a required first slide in the pitch deck, which was pretty much blank, trying to make it so easy for them to do that qualification. And they still don't always do it.