... or this is the most effective way to gain their attention?

Yeah.

Well, I mean, it, so as we, once we started to really get into, it, at first really about understanding who our audience really was, that was, that was mission critical, [laughs] before we knew what they needed.

So, you know, we, we evolve as, you know, we've evolved.

But once we really started to understand that our school principals or, are really, are really our kind of the chorus of our core audience, we sell to principals and we sell to school districts, but when we're selling to school districts, we're often, often selling to the person who is the leader of the principals, like the principals manager.

So in a lot of ways, everything we do and, and the heart of, of how we work has to resonate really deeply and really beautifully with princ- school principals.

And so that's, that's really where we focus.

... as well as you're doing things that convert, like conferences, to compliment.