Where do you think a lot of producers go wrong? Like when they think about how I'm going to prepare a sales message for a discovery meeting? Are there any areas do you feel like producers overprepare and underperform? Are there opportunities they're missing when it comes to a sales message today?

I think a lot of the professionals that I work with and I work alongside have accumulated technical knowledge, professional designations, but have not accumulated an equal amount of the ability to deliver that message in a non-ambiguous, succinct manner.

you know, intentional way.

The idea of, you know, the real challenge is translating all of that technical expertise.

And just side note, like insurance is not technical, but it's also incredibly technical.

It's a highly regulated industry.

The policy language, every single cycle gets more and more complex.

How can – in your opinion, Max, how can a producer build credibility throughout a sales process?