The Importance of Unique Differentiators in Marketing

Marketing is really the best marketing, especially when you're trying to sell to folks like us who are difficult to market. We have to be sort of like wind and dined a little bit with really interesting, whatever. So part of us is starting to think more not just differentiators, but moats. How do we create more moats around the business where when we do acquire customers, we maintain them or there's other features that's not just around Payments.