I heard about it on a different podcast and I got sucked right in because it writes from the founder's view, like it addresses the different, I think your sweet spot is like first-time founders, right? If I got that right?

Yes, and what I would say is like, you could be a multi-time founder, but it's the first time you're thinking about selling your business to an outside party, right? And in the United States, and we really wrote this for the owners of small businesses who don't necessarily have access to the type of knowledge and insight that larger businesses or people that are going to YPO or that have access to Goldman Sachs or Morgan Stanley, these types of folks.

I'm talking about mom and pop because I grew up, my first house wasn't a house, it was a trailer.

I don't come from anything.

And I've learned all this myself, and we don't want other founders to have to step on the rakes that we already stepped on.

And I remember when I first had the idea to write the book, it's part of a construction business that I'm the chairman of, and we were talking to some founders, they had a broker, and this family had come from nothing four young children small business maybe about a half million of net income completely untransactable basically two clients and the entire business was running through the husband with the wife supporting and a few subcontractors and incredible for them but not something that an outside buyer could acquire and the business broker had gotten their listing told them all types of stories about what was going to be possible And it was heartbreaking to have to sit there.

We could have lied to them.