So,

look, I want to, I guess, double stamp a couple things you said there.

One is understanding your own math.

It's it is the number one thing that I see holding people back because there's so many different ways to look at a business and to look at, you know, I guess it's much easier when it's first.

It's absolutely first purchase profitable.

But sometimes like, you know, Grooms was not first purchase profitable.

Like Dr. Squatch was very early on, but then they realized like, oh, we could grow way faster if we are willing to not make money on the first purchase, but know that over the course of a year, we're definitely gonna make money on a new customer.

I'm the only one staying.

What does translate? How do you build something aspirational that's not shoving this idea in your face and actually feels relatable and can translate to the potential consumer?

What we consider to be aspirational is a moving target.

I think that's actually one of the trickiest parts of anything.

And I'll give you a great example.

I'm seeing this happen right now with Nike and New Balance, as well as with Lululemon and where Nike built itself on being the top, the premier, and it was like, we're gonna own everything that's aspirational about being an athlete.

We're gonna own effort and greatness, and we're gonna do it over and over again.

And then along comes New Balance.

What were some of the, like more from more tactical standpoint, what were some of the tactics that you were able to use that communicated this joy that you're describing in either Dr. Squatch or grooms?