I can't let you go without giving that second story or I know some people that know me will send me direct email and go, Tyson, what happened to the second story? So what was the second story you were going to use as an example?

The second story deals with a client we have that's a law firm and When we sat down and did our strategy conversations or strategy meeting just to see what's going on in the marketplace, what's the dynamics, how do clients want to be served? What are the things that competitors are saying? And really, we're really coming down to what's the worldview of our customer? What are they getting badgered with every day? What are the things that they're being hit with? What are the different messagings? And for this particular law firm, and they're in the estate planning It was pretty much that in the state of Virginia, probate has become such a nuisance and such a pain in administration fees and you know that.

It's really important now to use what are called revocable living trust.

And so that's now what clients are hearing everywhere.

Financial firms are talking about it.

Estate planning, our competitors are talking about it.

So we decided to instead of go against the wind, to go with it.

Yeah,