And we don't have to name names, but where have you seen that viewpoint that makes the unique difference? Because you could have the greatest product, you can have the greatest technology, but it's driven by people and your head's got to be right.

I speak to a lot of emerging franchisors, whether it's one-on-one or in bigger groups where I'll be at a conference and it'll be emerging franchisors.

And so I'll share with them the habits of highly successful franchisors.

And I make this observation, Ricky, and it just piggybacks on what you just said, A lot of brands have good products, great products, products that are embraced by customers.

But that ebbs and flows.

And so the reason why most emerging franchisors don't get beyond emerging isn't because of the product or the service.

It's can they understand, embrace, and flourish within this franchising, which is, again, all about relationships.

How much in your job do you find yourself helping people with that pause and resetting and redirecting when it comes to helping them make better decisions?