So can you talk a little bit about this 4Ps and how you're using them to help business owners in your target market cut through the noise to help make them these better decisions and this better strategic design of their marketing?

The reason I think the 4Ps have kind of taken a back step, it's a couple things.

At the large scale, corporation level, they have not.

How they think about strategy and how their CMOs and their C-suite think about strategy still engages the four Ps for sure.

But because marketing as a discipline has gotten so siloed, there's a social media expert, there's an SEO expert.

It basically gives smaller business owners who have smaller budgets the idea that they can cherry pick.

And Yes, technically you can, but when you do that, you're actually not looking at the whole ecosystem.

So can you walk our audience through what are the questions that one should ask to get clear on what they want and need and how a business owner can develop that same discipline before they hire outside help?