That's right.

So buckle up and get ready, right? So that's the conversation I'm about to have with her.

And I had an out-of-body experience, Omar, if you believe in those things.

Trust me, though.

I had an out-of-body experience, and I'm looking down on myself, and I'm having two conversations.

One conversation is with her.

telling her the script, and then having another conversation with myself saying, self, are you going to tell her the exact same thing that you just told the last four people? And are you going to actually do the exact same thing that you've always done before? Because you know how this story ends.

Well, that's where the book comes in.

So for someone that is starting a business and they're not quite sure even where to start with positioning, how do they come to a place where they're knowing that they've got the right product in the right environment at the right time?

I love this question.

You have to make sure that it sells.

This is the thing that catches so many entrepreneurs and business owners.

They spend 20 months, 20 weeks, and in some cases, 20 years to launch.

And they're just developing and they're tweaking and popping and they're building something in their minds that the market doesn't even want.

So again, if you remember...

Well, how exciting is that? So what are some of the most important skills leaders need today, especially in our environment?