And then?

I felt a, just a little, a little bump in the ship, and, uh, we went to the control center, and, uh, everything looked normal on the television screens.

But then it suddenly occurred to the operators that these, uh, television images had not been refreshed.

In other words, they were television images taken maybe 15 minutes ago.

And, uh, when they refreshed those images and got the real time picture of what was going on, it showed that we had lost.

We had lost most of the submarine.

And were there people in there?

There were.

Yeah

...

I just, I mean, really just got back last night, and otherwise I, I'd be there.

But, but David, Roger, how about, how about that study, huh?

Yeah

... it's amazing.

And David, I gotta tell you a quick story.

You were talking about all those playbooks and notes and, um, all of the different things from when Cliff played.

Mm-hmm.

Common traits, again, that we come across in, in creative business owners is we're often talking about selling, because there's not a lot of comfort with being able to say, "Here's what I do.

This is the value it provides.

You're a potential customer.

Let's get together and do something about this."

Yeah.

And i- it depends on your own sort of appetite for each of those things.

But plenty of creative businesses move in that direction as well, too.