Why is that? Yeah.

Well, this is a good question, and it's one that I have an answer for, but then I have to give a second answer on top of it.

So the reason it doesn't work is that nobody cares about how the sausage is made.

They care how the sausage tastes.

And actually, sausage is the example I use in Feel Good because the more I learn about how they made it, the less likely I am to buy it.

So you don't sell sausage by showing people the factory, you sell sausage by asking people if they're hungry.

And that's my example for you have to go to the outcomes.

What are some tactics to sort of like go a level deeper and sort of push past that resistance? Yeah,

So with all of that, when you start talking with MSPs and let's bring in your new foundations program, What are the basics and the fundamentals that the MSPs need to have in place before they start going out and doing the tactical stuff and the strategic stuff to actually generate leads and try and book appointments?

Right, right.

I will say that...

The thing that nobody wants to hear, but which is the truth, is that 80 to 90, maybe even more than 90% of the ingredients you need, you already know what they are.

And you might already be cooking with some of them.

But the analogy I've been using that's been helpful for me in describing this is that MSPs, they're mistaking sales and marketing for a list of ingredients rather than a recipe.

Now, a recipe includes a list of ingredients.

So what inspired you to put it together? What actually is it and how do we access it?