So Jillian, what is your perspective on how does someone go about finding out what their customers are buying?

Yeah.

So this is a journey that we've been on over the past, I would say, year of really focusing on this question of what are people actually buying versus what you're trying to sell them on or what you think they're buying.

So I guess a quick story.

So we always used to think like, okay, people want to learn calligraphy.

They want to learn how to write beautifully.

So we're going to sell them an online course and we're going to tell them how many worksheets they're going to get and how many hours of video lessons and how they're going to master it and become an amazing calligrapher based on our incredible expertise and that's kind of how like in the beginning we sort of positioned our offers but over time what we started to notice was that people they're not really most people for us, aren't really trying to master calligraphy and they don't really care that much about how many worksheets they're going to get.

So Jillian, if somebody wanted to start moving this forward, what's one simple change that they could do today to help improve their messaging?