Yeah, absolutely.

So the way it came about, Sam, was I'm a marketer by background.

And I tend to look at market data to find insights that drive opportunities.

Looking at the market data in banking, because I'd run Europe's biggest financial services marketing agency until I sold it and published it.

So I've been looking at a lot of marketing data.

All the data told me and still tell me today that what matters to customers in banking is value.

And big banks seem to think that value meant price.

Yeah.

you know,

whatever word you want to use, crazy, narcissistic, whatever, they understand that, look, this is a process and they're going to get through it.

But I think overall, they're very frustrated.

You guys know, they're angry, they're pissed off.

And unfortunately, though...

The other side of that is they're using so much energy of their life trying to fight something and losing the future and losing the present moment with their kids and losing cash flow in their business and losing focus in their life that they become what I call this word of just being in a blender.

They're just...

How does you know, how do you coach a dad through something like that?