I'm really living." So yeah, it's wonderful that he's known for that.

I was in a meeting a few weeks ago and saw top 40, 50 leaders of this organization.

Um, they are in an industry that has been absolutely disrupted by AI.

Now, every industry's been touched by it.

This one has been disrupted completely.

So existential questions happening at this le- level of leadership.

And this topic of we're working really hard, burnout came up and, you know, we st- make sure we all take care of each other.

They're too busy.

But

nonetheless, once you kind of land in that place, Then the question goes to how do I get a flywheel going in terms of what's my process of marketing with the right messages towards that group of people? And that can take us quite a while to figure that out.

For some people, it's as simple as networking in business networking groups.

For other people, it's becoming a thought leader in a particular space.

For other people, it's partnering with different groups.

There's a range of different ways, but you've got to figure that out for yourself.

And that can take time.

So what do you say no to now that you didn't when you started out?