And so I'm curious if you have any examples from different clients that you could share of like maybe what was unique with them that helped them stand out if we're working on like brainstorming maybe what makes us unique.

Yeah, you know, it really is about finding that thing.

There are so many brands right now that are taking like a commodity item and creating an entire brand around it, right? And the product itself is not that different if you think of like...

olive oil, right, like all olive oil looks the same.

And then you have a brand that will come in like Graza, right, and totally change the packaging and the branding and the marketing around it.

I think there's such an opportunity for people to do that.

Like, what is the thing that is so annoying about going to the orthodontist office and then creating a brand around solving that problem? Right.

What are the stories that you use to stand out, to attract your clients?