And h- and how do you get people to do it, though? 'Cause it's easy for us to say you should be vulnerable, but there are barriers.

Yes, I, I, I go about it two ways.

I- it's, it depends on, a lot of it depends on the age, and a lot of it depends on the...

Number one is meaning, right? It's a big Viktor Frankl, uh, concept.

If you give a man meaning behind doing anything, he'll do it, and they find, I f- I found this among men all over, that if they thought they were doing something for their kids, right? Let's say they're afraid of heights, but their kid is on a balcony or something.

They'll run out onto that balcony in two seconds to get their kid off of the bal- And all of a sudden, no one's afraid of heights anymore.

You know, they're afraid of, uh, snakes, but, you know, there's a snake next to their kid or whatever.

[laughs]