But what you're saying is that there's information to be mined out of there that could be potential gold mine? Yeah.

Yeah, so 100%.

So your CRM is the source of gold, but this is like a two-tiered conversation, okay? So when we think about, let's pretend you have 100,000 leads on your list or 1,000 or whatever somebody's number may be, just have your own number in your head.

What most experts are doing, what most business owners are doing is they are capturing a name, an email address, and maybe they push a phone number and pushing some awful PDF thing out into the world that nobody reads, nobody understands, nobody opens or takes action on.

A little clickbait of some kind, yeah.

Yes.

Actually, just to get leads onto your list, they've no qualitative data.

actually move the needle in some regard and maybe at least prepping for this type of conversation with your team.

Why identity? What is it about the identity that is so unique?

Yeah, so for me, I actually started with confidence, believe it or not.

So again, my background, I was very senior in corporate, very kind of serious accountancy background.

I live on a horse farm in Northern Ireland.

I'm from Ireland and I'm working with people all across the globe.

Part of that, like, and this is like the early, early stages of my business, part of the band that I guess that I had to rip off was a confidence piece.

So that's actually why I hired Cash in the first instance was to help me with that visibility piece, letting go of what people said, you know, locally or opinions of what you're having to put in social media when you, you know, we're brought up not to shout about ourselves and you're brought up not to blow your own trumpets.

So now when you've done the shift and this identity work, so can you give us like some broad strokes? What is the identity work? Is it like somebody putting their hands on you? Is it hypnosis? What is it that you did?

take on logic.

Oh, interesting.

Okay, so logic for me is that everything has patterns and consumers will always have patterns of behavior, right? But when we don't have logic built into infrastructure, we're left guessing.

We have absolutely no idea where somebody is, what level they're at, how close they are in the buyer journey to jumping into your thing, or whether they're a million miles away.

People simply don't know.

And in this online space, for example, Um, that, you know, people just keep peddling and peddling and launching and launching and launching and launching, and they have to keep doing that because they don't actually know where the next dollar is coming from into the company.

When we actually build logic into an embedded in the infrastructure, what that allows us to do is know exactly where, where people are on their journey, exactly how close they are to converting.

Where do you see AI taking us in this data space, like data is a serious asset space? And what are you doing with AI at the moment?

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And especially real estate, I would imagine there are a lot of people, a lot of experts who don't even realize that the way that they do things is actually their IP, is actually your IP.

So what we want to do here, first of all, is define, if you haven't done so already, is define what is your intellectual property? What is your way of doing things? What is your way of being in your whatever aspect of real estate you work in? And then from there, you're crafting a framework.

So very, very structured, labeled, named, trademarked framework that is your proprietary process that you take your people through.

Then what we've got to do is make sure that we have complete congruence between the framework that we've just designed and the offer that we're selling.

And I always use the extreme example, but we don't want to have a framework that is about synchronized swimming and then an offer that's about gardening, okay? Because that thing ain't going to sell a single thing.

So it has to be complete congruence between... your framework and what you're offering at the back end.

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So, so when you say quizzes, is a quiz and an assessment, are they the same thing or are they different things? And what are some different ways that you can format this?

Yeah.

It's a, it's a super question, one we actually get quite often because there are actually three different versions of diagnostics.

So one end of the spectrum we have what everybody knows as the quiz funnel.

So that's kind of like the seven to 12 questions, quick, easy, fast, puts people into categories with what they're struggling with.

And listen, quiz funnels work incredibly well in certain use cases.

So we have a client, for example, they are running a million dollars a month in ads to their quiz funnels, generating a insane amount of revenue, insane amount of leads.

So what would you create this quiz or assessment about? What would you come up with for a subject matter of the, uh, the assessment?