WEBVTT 1 00:00:00.000 --> 00:00:04.400 there's tons of other businesses that you can absolutely demolish who are making lots of money 2 00:00:04.400 --> 00:00:10.160 just by doing the basics and if you execute on that for 10 years your business grows by default 3 00:00:10.160 --> 00:00:14.080 because your competitors won't do that. Growing businesses is hard because it's different than 4 00:00:14.080 --> 00:00:18.400 people expected to be. The singularity of focus is so important. We get presented opportunities 5 00:00:18.400 --> 00:00:21.760 every single day that could distract us and the thing is the bigger you get the bigger the 6 00:00:21.760 --> 00:00:25.200 opportunities that get presented to you so the harder it is to say no. I want to tell a quick 7 00:00:25.200 --> 00:00:28.480 story about the woman in the red dress and I'm going to relate it to business. In the matrix, 8 00:00:28.480 --> 00:00:31.920 one of my favorite movies, there's The Woman in the Red Dress and so it's one of the training 9 00:00:31.920 --> 00:00:35.920 programs that Morpheus takes Neo on, the main character, to teach him one simple lesson. And so 10 00:00:35.920 --> 00:00:39.920 they're walking through a crowd, it's normal, New York, lots of people, everyone looks different 11 00:00:39.920 --> 00:00:44.960 and then there's this woman in this red dress and Neo's head turns and Morpheus is still talking 12 00:00:44.960 --> 00:00:47.840 to him trying to teach him a lesson, right? And then he looks back and Morpheus is like, were you 13 00:00:47.840 --> 00:00:50.720 listening? He's like, what? He's like, were you looking at the one in the red dress and he says, 14 00:00:50.720 --> 00:00:54.480 look again, he looks back at the woman and it's Agent Smith pointing his gun to his head. The thing 15 00:00:54.560 --> 00:01:00.240 is is I see distractions and new opportunities shiny object as the woman in the red dress and at 16 00:01:00.240 --> 00:01:04.240 every level of business, the woman in the red dress becomes more and more attractive because at first 17 00:01:04.240 --> 00:01:07.040 you have to say no to a thousand opportunities, then 10,000, then a hundred thousand and you have 18 00:01:07.040 --> 00:01:10.720 to learn how to say no again at every level because I thought the ones I learned how to say no to 19 00:01:10.720 --> 00:01:14.880 the one in the red dress, I'd be done forever. But that's not true. She comes back every level, 20 00:01:14.880 --> 00:01:19.120 she just gets hotter and hotter and hotter. I used to think that like innovation was everything and 21 00:01:19.120 --> 00:01:22.720 I think innovation is important to very, very small degree. But the vast majority of the business 22 00:01:22.720 --> 00:01:25.840 success is actually doing all the stuff that you know you should be doing but you aren't. A friend 23 00:01:25.840 --> 00:01:30.000 of mine has a wife who's really popular and they have literally 60 businesses. He has an excel sheet 24 00:01:30.000 --> 00:01:34.400 to keep track of all the businesses he has. And I think they make about total between everything, 25 00:01:34.400 --> 00:01:38.080 maybe eight figures a year. And to some of you being like, oh that's amazing, but hear me out. 26 00:01:38.080 --> 00:01:42.480 So we're having this long conversation and I just said, you know, if there were a magic wand and 27 00:01:42.480 --> 00:01:46.240 you could snap your fingers and eliminate all businesses but one, how easy do you think you'd 28 00:01:46.240 --> 00:01:50.560 be to grow that business? He was like, oh my god, it'd be so easy to grow that to like 30 or 50 29 00:01:50.560 --> 00:01:54.480 million. I was like, then why don't you do that? And he said that that question has messed with him 30 00:01:54.480 --> 00:02:00.160 for an entire year. And he has since that conversation shut down business after business after business 31 00:02:00.160 --> 00:02:03.280 after business so that he could focus on the one that he thought was the biggest opportunity. 32 00:02:03.280 --> 00:02:07.120 Mark Zuckerberg didn't have side hustles. If you do one thing and you do it right and you do it all 33 00:02:07.120 --> 00:02:10.720 the way, you can get as big as you want. You can have a long-loving business that cover the entire 34 00:02:10.720 --> 00:02:15.440 United States. You could do that. You could have a cosmetics business that covers the entire United 35 00:02:15.440 --> 00:02:19.840 States. You could have whatever type of business you want that covers everyone. If you waited for 36 00:02:19.840 --> 00:02:23.120 long enough for your time and didn't get distracted, it's one of my favorite quotes by Neil Strauss. 37 00:02:23.120 --> 00:02:27.040 He said success comes down to doing the obvious thing for an uncommonly long period of time without 38 00:02:27.040 --> 00:02:31.840 convincing yourself you're smarter than you are. It's the details that pay the dividends. The depth 39 00:02:31.840 --> 00:02:36.880 and the nuance of understanding how to do something. And so for example right now, obviously 40 00:02:36.880 --> 00:02:41.040 lots of opportunities that we have, I still don't feel like we're doing the basics. If we're not on 41 00:02:41.040 --> 00:02:45.680 every platform, why are we thinking about starting a new business? If we're not hardcore email marketing 42 00:02:45.680 --> 00:02:48.880 regularly and providing value, why are we going to start another business? If we're not even 43 00:02:48.880 --> 00:02:52.720 building the SEO out on our site, why are we doing something else? If we haven't completely 44 00:02:52.720 --> 00:02:56.720 built out the sales training for our sales team to keep their execution high, why are we thinking 45 00:02:56.720 --> 00:03:00.400 about doing other other things? And so so many entrepreneurs that I see who are talking about how they 46 00:03:00.400 --> 00:03:04.800 want to grow their business and do this next new thing or this exciting add-on aren't even doing 47 00:03:04.800 --> 00:03:10.560 the basics. And the thing, and I've said this before, but being advanced means that you never 48 00:03:10.560 --> 00:03:14.560 don't do the basics. And if you're like, well, Alex, that's going to take so much time for me to do 49 00:03:14.560 --> 00:03:19.120 each of those things. Welcome to building a big business because big businesses do the same things 50 00:03:19.120 --> 00:03:23.280 little businesses do, but they do them better and they fill the holes in the bucket. And so if you were 51 00:03:23.280 --> 00:03:28.320 to think about a business as a bucket and you've got water pouring in the top, which is the traffic 52 00:03:28.320 --> 00:03:32.640 or the eyeballs or whatever, and then the bucket is what you're keeping, right? So the first thing that 53 00:03:32.640 --> 00:03:36.160 you're going to do, if you want to grow the amount of water you have in the bucket, is you don't 54 00:03:36.160 --> 00:03:39.600 have multiple buckets. What you're going to do is probably fix the holes in the bucket you got. 55 00:03:39.680 --> 00:03:44.480 Number one, fix the bucket. Number two, once you fix the bucket, increase the flow to the bucket. 56 00:03:44.480 --> 00:03:48.800 Once you've done that and you've completely maximized that, then you add new flows. But most 57 00:03:48.800 --> 00:03:53.840 people have never done that. And so the moniker that I remember about this is better, more new. 58 00:03:53.840 --> 00:03:58.000 And so whenever I'm thinking about our business or our businesses in the portfolio, I think 59 00:03:58.000 --> 00:04:03.040 have we maxed out better yet? If we have not maxed better yet, there's no point in incurring the 60 00:04:03.040 --> 00:04:07.040 risk of more or new because more is riskier than better. Better is the lowest risk opportunity that 61 00:04:07.040 --> 00:04:10.400 everyone has. Do what you're currently doing. Do it better. Follow it faster, follow up more, 62 00:04:10.400 --> 00:04:15.840 make better copy, make better creative, optimize your site, hire better people, train them better, 63 00:04:15.840 --> 00:04:19.520 have better management systems, better incentive systems, be like, but Alex, that sounds so boring. 64 00:04:19.520 --> 00:04:25.520 Welcome to growing big shit. It's how you do it. You literally feel all the holes in the bucket 65 00:04:25.520 --> 00:04:30.320 that you know you should be doing, but aren't. If you were to make a list of the top 25 things that 66 00:04:30.320 --> 00:04:34.480 you could do in your business that you are not doing, the obvious things that you know would make 67 00:04:34.480 --> 00:04:37.520 you more money. If I emailed more, I'd make more. If I did more rejects, I'd make more money. 68 00:04:37.520 --> 00:04:40.720 If I made more content, I'd make more money. If I trained my sales team more. If I did more call 69 00:04:40.720 --> 00:04:45.040 reviews, I'd make more money. If I did reorganize our customer onboarding process, if I created a 70 00:04:45.040 --> 00:04:48.480 better cadence or training for our customer support team or customer suggesting, we'd make more money. 71 00:04:48.480 --> 00:04:52.080 Put out every single one of the obvious bullets that you had that you know would grow your business. 72 00:04:52.080 --> 00:04:56.400 Instead of doing the new thing, do those first. And once you finish that list, 73 00:04:56.400 --> 00:05:00.080 what you will see happen. And this is why it's spiritually difficult as an entrepreneur because 74 00:05:00.080 --> 00:05:03.600 we stopped doing the old thing. We started the new thing and we got reinforced in that behavior. 75 00:05:03.600 --> 00:05:08.400 And so we learned the wrong lesson. We learned that when we start new things, good things happen. 76 00:05:08.400 --> 00:05:12.160 And so we think we should start new things. This is where it's difficult and we have to learn 77 00:05:12.160 --> 00:05:16.240 at each level. You started the new thing and you got rewarded. But now if you start another thing, 78 00:05:16.240 --> 00:05:20.640 you will get punished. And some people never unlearn that first lesson. And so you have to switch 79 00:05:20.640 --> 00:05:24.400 from new to better because the innovation already happened when you got the product market fit. 80 00:05:24.400 --> 00:05:27.920 As soon as people started buying the thing you're selling, that's when the new needs to end. 81 00:05:27.920 --> 00:05:32.320 For a while because now you just need to do better and more. So you fill the holes in the bucket 82 00:05:32.320 --> 00:05:36.320 with all the better and then you do more. Then you go from one piece of content a day to five 83 00:05:36.320 --> 00:05:41.440 pieces of content a day, from one sales guy to five sales guys, from one video editor to five video 84 00:05:41.440 --> 00:05:46.400 editors. It's about doing more once you fix the first one and make it better. Businesses will grow 85 00:05:46.400 --> 00:05:50.720 by default and they will beat their competition if they do everything their competition does, 86 00:05:50.720 --> 00:05:54.080 but better. Because what happens is most entrepreneurs will divert resources from their 87 00:05:54.080 --> 00:05:58.400 core things. Think about the two paths. Boring entrepreneur number one who finally finds product 88 00:05:58.400 --> 00:06:01.840 market fit. People like the stuff that they're selling. And then they say, I'm not going to do anything 89 00:06:01.840 --> 00:06:05.440 new for the next five years. All I'm going to do is do this better and do more of it. It's all I'm 90 00:06:05.440 --> 00:06:09.040 going to do. And then you think about the other guy who says, Oh, we got some product market fit. 91 00:06:09.040 --> 00:06:12.800 Fantastic. Now I'm going to sell something else. And I get to get my rocks off, get my jolly's off 92 00:06:12.800 --> 00:06:15.520 over here, thinking about all this new stuff, all this new marketing, all this new product, 93 00:06:15.520 --> 00:06:19.440 while the other business starts to wither away a little bit because atrophy starts happening. 94 00:06:19.440 --> 00:06:22.560 Because the things that were there when you're overseeing it aren't happening anymore anyways. 95 00:06:22.560 --> 00:06:26.560 And not only that, it's never improving and cost of meeting it goes up, cost of talent goes up, 96 00:06:26.560 --> 00:06:29.840 and the business is literally getting worse relative to the market over time if you're not improving. 97 00:06:29.840 --> 00:06:33.120 And so you got these two entrepreneurs and this guy is diverting resources that would have been 98 00:06:33.120 --> 00:06:37.120 allocated back to the same bucket to fill the holes as instead taking some of that and trying to 99 00:06:37.120 --> 00:06:40.880 build another bucket over here. Meanwhile, the holes are getting bigger in the first bucket 100 00:06:40.880 --> 00:06:44.320 because it's getting worse and worse and worse. And so then they find themselves with five buckets 101 00:06:44.320 --> 00:06:48.720 that are all tons of holes in them. They don't have the bandwidth to actually go to the one bucket 102 00:06:48.720 --> 00:06:52.240 and fix it. And that's when I asked the magic long question. So right now if you have multiple 103 00:06:52.240 --> 00:06:56.720 things going on, how easy would it be to grow your business if I could wave a magic wand, 104 00:06:56.720 --> 00:07:01.280 snap my fingers, and everything ended except for one. Pretty easy, right? So why not stack the 105 00:07:01.280 --> 00:07:06.320 chips in your favor? The thing that makes it hard is the discipline you have to have, not the concept. 106 00:07:06.320 --> 00:07:10.960 Strategy is easy execution is hard. It's the execution risk that is the much bigger risk for 107 00:07:10.960 --> 00:07:16.160 most businesses. If you deliver dry cleaning that is always clean, always, and always on time, 108 00:07:16.160 --> 00:07:20.800 you'll have an exceptional business. The strategy isn't complicated. It's the execution is where 109 00:07:20.800 --> 00:07:24.640 everyone fails. But this is the thing is that the strategy is the new and exciting thing. People 110 00:07:24.640 --> 00:07:29.600 allocate tons of attention, tons of time to new strategies, new ideas rather than making the 111 00:07:29.600 --> 00:07:34.400 obvious truth of if I deliver everyone they're closed on time and they are always perfectly clean, 112 00:07:34.400 --> 00:07:37.760 this business will work. One of the things that we do when we're growing the business after 113 00:07:37.760 --> 00:07:41.360 understanding better, more new when we think about anything that we're growing is what do the need 114 00:07:41.360 --> 00:07:45.040 to believe? What do we need to believe for this to grow? We need to believe that people will always 115 00:07:45.040 --> 00:07:49.920 want things fast. Do is that something I want to bet on? Yes. People always want a good product 116 00:07:49.920 --> 00:07:53.200 so that we clean their clothes perfectly every time. Do I believe that that's something that 117 00:07:53.200 --> 00:07:56.640 people will want in the future as much they want to date or more? Yes. People will always want 118 00:07:56.640 --> 00:08:00.080 good service. Do I believe that that's something people will want in the future or in the day? Yes. 119 00:08:00.080 --> 00:08:03.040 It's one of the beautiful things is that when you enter a marketplace, something is boring, 120 00:08:03.040 --> 00:08:06.800 is dry cleaner, boring is lawn care, boring is whatever. Is that oftentimes you're actually not 121 00:08:06.800 --> 00:08:09.360 competing as the smartest people in the world because smartest people in the world are on Silicon 122 00:08:09.360 --> 00:08:12.880 Valley all trying to make the next platform. But there's tons of other businesses that you can 123 00:08:12.880 --> 00:08:18.480 absolutely demolish who are making lots of money just by doing the basics and what makes them basics 124 00:08:18.560 --> 00:08:22.080 is how hard they are to understand. But what makes you advance is how well you execute them. 125 00:08:22.080 --> 00:08:25.520 Like it's not hard to conceptualize that you take 10 guys and each guy makes 200 calls a day. 126 00:08:25.520 --> 00:08:29.120 It's 2000 calls a day. It's not hard to conceptualize that. How well did you train them? 127 00:08:29.120 --> 00:08:32.240 How well did you recruit them? What is their incentive structure? Do you listen to calls on a 128 00:08:32.240 --> 00:08:35.760 regular basis? Is there a leaderboard? Because you're thinking yourself when you have that big list, 129 00:08:35.760 --> 00:08:38.720 we need to do competition for the sales team. I need to get that leaderboard set up. Oh yeah, 130 00:08:38.720 --> 00:08:42.560 I need to be doing more call reviews. That is the stuff that grows the business. It's not the 131 00:08:42.560 --> 00:08:45.920 big idea. People will always want leads. Promise you. You know how to get leads? You know how to get 132 00:08:45.920 --> 00:08:49.280 them better? You will make tons of money. People always need a place to live. You have better buildings, 133 00:08:49.280 --> 00:08:53.360 better cleaner and things run right and you treat your residents well. You will have successful 134 00:08:53.360 --> 00:08:59.760 buildings. If you have lawn care where everyone communicates well and is cost effective and the grass 135 00:08:59.760 --> 00:09:04.320 always looks great and the hedges are clean lines at the cadence that's perfect for most people. 136 00:09:04.320 --> 00:09:08.000 You will have a good business. You might be competing as people who don't even think that way. And so 137 00:09:08.000 --> 00:09:11.920 you can absolutely take their lunch money. But you have to not get fancy. So when I was going through 138 00:09:11.920 --> 00:09:17.200 the sale process for two of our companies, bankers introduced me to a couple of other CEOs that 139 00:09:17.200 --> 00:09:20.720 they had done deals with because I wanted to know what it was like after things like that. Oh, 140 00:09:20.720 --> 00:09:24.640 we can just connect with these guys. So I talked to one of them and the conversation changed my life. 141 00:09:24.640 --> 00:09:28.880 He was a mercenary CEO. So he was a third time CEO that private equity buy a company, 142 00:09:28.880 --> 00:09:32.560 place him in, heat grow it, and then they'd sell it. And he had done that three times. So super 143 00:09:32.560 --> 00:09:36.400 seasoned guy. He was a long island guy. Really thick accent. He said, you know, everybody wants the 144 00:09:36.400 --> 00:09:40.720 super fancy trick plays. You know, it's like, okay, hike and then I, you know, fix to the left 145 00:09:40.720 --> 00:09:44.720 and then we go right. And then it's actually going to be a reverse, you know, whatever. And then 146 00:09:44.720 --> 00:09:48.240 and then we toss it and then what do you know happens? He catches it and then fumbles it and the 147 00:09:48.240 --> 00:09:53.440 other team takes it down for touchdowns. He's like, no, we're doing simple backyard football. He's like 148 00:09:53.440 --> 00:09:58.080 two fat guys in the middle, run to the right, consistent yardage. He's like, don't be cute. And he 149 00:09:58.080 --> 00:10:03.840 said that. And it really changed the way I saw business. You don't need to have any fancy play 150 00:10:03.840 --> 00:10:08.240 to be successful. You just have to be willing to get the consistent yardage. People want clean 151 00:10:08.240 --> 00:10:14.080 clothes. People want them fast. People want good service. And if you execute on that for 10 years 152 00:10:14.080 --> 00:10:18.800 and you fill every hole in the bucket, your business grows by default because your competitors 153 00:10:18.800 --> 00:10:23.920 won't do that. This is where I sit like business is not hard in that it is not complicated. It is 154 00:10:23.920 --> 00:10:28.000 hard because people cannot stay focused on the same thing for a long period of time. It's also 155 00:10:28.000 --> 00:10:31.680 because once people make a certain amount of money, if they only did it for the income, they're 156 00:10:31.680 --> 00:10:34.720 trying to find the next thing that makes them make more income rather than the mission of the 157 00:10:34.720 --> 00:10:38.080 business. Because if you believe in the mission of the business, you will be willing to do it for 158 00:10:38.080 --> 00:10:41.200 an extraordinary long period of time. And I can tell you right now from all the friends that I 159 00:10:41.200 --> 00:10:45.360 have that make shitloads of money, they've all been doing the same thing for a long period of time. 160 00:10:45.360 --> 00:10:49.360 So as much as the world wants to tell you, you should have 17 majors in college and you should 161 00:10:49.360 --> 00:10:52.720 taste everything. And I think there's value to that. It will not fight against the reality. Ben 162 00:10:52.720 --> 00:10:58.480 Francis started Jim Shark when he was whatever 17 and now he's 28 or 29. He's got a billion dollar 163 00:10:58.480 --> 00:11:02.800 thing. Could he have tasted more stuff? Sure. He tasted from like 14 to 17, right? But then when 164 00:11:02.800 --> 00:11:06.560 he started that, he's been doing it for 10 or 11 years now. And now he's a billion dollar thing. 165 00:11:06.560 --> 00:11:10.480 The work needs doing and you just need to decide when you want to start the compound and clock in 166 00:11:10.480 --> 00:11:14.400 your favor, which means how long can I commit to this thing? And so I would say once you've had a 167 00:11:14.400 --> 00:11:18.240 little bit of your entrepreneurial licks as fast as you can to learn those lessons, you have to think 168 00:11:18.240 --> 00:11:22.640 what need to believe is there that I do not think we'll change over an extended time horizon and 169 00:11:22.640 --> 00:11:27.200 then serve that. Every day, all you do is you look at how to do better and how to do more of it. 170 00:11:27.200 --> 00:11:31.120 And it's going to kill you inside because you like doing new shit and that's what was 171 00:11:31.120 --> 00:11:34.640 positively reinforced your entire life as an entrepreneur in the beginning. And then you have to 172 00:11:34.640 --> 00:11:38.080 unlearn that lesson because that's what it takes to get big is you do the same thing and you 173 00:11:38.080 --> 00:11:42.800 just do it that much better than everyone else. And that takes time. It is arrogant to believe 174 00:11:42.800 --> 00:11:48.400 that you are going to outcompete other people who are fully focused on one thing when you are 175 00:11:48.400 --> 00:11:52.080 split on five. Like, think about how arrogant it is to think that and the thing is plenty of 176 00:11:52.080 --> 00:11:55.680 people arrogant. So many of you will still do this, but you'll also still be poor. So whatever. 177 00:11:55.680 --> 00:11:59.920 Some dude is he's got a long care business and all he does is longer. All day, every day, 178 00:11:59.920 --> 00:12:03.440 that's all he does is mow lawns and he believes that everybody deserves an amazing long because he's 179 00:12:03.440 --> 00:12:06.400 got a story when he's a kid and that was the only thing that his parents could do was cut the lawn 180 00:12:06.400 --> 00:12:09.280 to even though they were poor. It was like something that gave them stash in neighborhood and he 181 00:12:09.280 --> 00:12:12.320 remember his dad crying because somebody gave him a compliment on it and he hadn't gotten a compliment 182 00:12:12.320 --> 00:12:16.480 forever. Whatever that reason is, he's driven to make that company. And he got the other guy who's 183 00:12:16.480 --> 00:12:20.400 like, oh, yeah, I'm doing dropshipping. I'm doing some lawn care stuff and I'm doing some consulting 184 00:12:20.400 --> 00:12:24.800 gigs on the side for marketing and I'm, you know, I'm doing NFTs, whatever, right? He's got all these 185 00:12:24.880 --> 00:12:30.960 things going on. Who is going to win at long care? It's obvious. And yet we still live like this 186 00:12:30.960 --> 00:12:36.000 other guy. And so my hope is that you recognize that if that's you, stop. And I'm only saying 187 00:12:36.000 --> 00:12:40.080 this from place of love because I had nine businesses before gym lunch took off. Before you think, 188 00:12:40.080 --> 00:12:42.960 oh, well, what I'm going to do because I hear this all the time. I'm going to do them all and 189 00:12:42.960 --> 00:12:46.560 miss you. Which one takes off? None of them will take off because any of them could take off. 190 00:12:46.560 --> 00:12:50.880 If you just focus on one of them, thinking that the outside market is somehow going to make you 191 00:12:50.880 --> 00:12:55.120 successful, like you're going to pick the right bet when you can force any of them to be successful, 192 00:12:55.120 --> 00:12:58.720 right, providing not selling newspapers and acquaintances of mine from high school. And he said, 193 00:12:58.720 --> 00:13:02.080 hey, I've got a roofing business, you know, it's awesome. I said, oh, that's great. And he said, 194 00:13:02.080 --> 00:13:07.120 oh, yeah, we also do real estate flipping. And I was like, okay, all right. He's like, oh, and we 195 00:13:07.120 --> 00:13:10.880 also do general contracting. Okay. He's like, oh, we do window stuff too. That's actually class 196 00:13:10.880 --> 00:13:14.720 and window stuff too. Because it's like, you want to be vertically integrated for real estate. I was like, 197 00:13:14.720 --> 00:13:17.920 did you do like four million bucks a year? Like, you're not vertically integrated. You're just 198 00:13:17.920 --> 00:13:22.160 distracted. If you look at the biggest roofing companies in the world, they're billion dollar 199 00:13:22.160 --> 00:13:27.280 companies, billion, multi-billion dollar companies, you can do one thing to scale and make all the money 200 00:13:27.280 --> 00:13:32.320 you want. And you will only get there with the scale from the details, from the depth. That's how 201 00:13:32.320 --> 00:13:34.800 you get these compounding returns from doing the same thing over and over again because you get 202 00:13:34.800 --> 00:13:37.520 better, better, better, better at it. The other guy who's got four things, he's never going to get 203 00:13:37.520 --> 00:13:40.800 good at any of them. He's just going to be barely good enough and he's going to make barely good 204 00:13:40.800 --> 00:13:43.600 enough money. If you're not making money in any of the things, it's because you don't understand 205 00:13:43.600 --> 00:13:47.040 any of them all enough. Because if you can see anybody in your industry who's doing the thing that 206 00:13:47.040 --> 00:13:52.160 you're doing and making a hundred times more money than you, it's because they know it better.