would say, always master the SEO search engine optimization. First see that the data shows that it's working, and then you can put this on steroids by putting it on a paid ad. Once you can see it's clearly working, right. So, right? You're always testing it on your normal organic SEOs, right? And then once you see that it's clearly working, then you put that one and on a paid ad, you know? And then you can increase it on the paid ad, okay? And I'm a huge believer of just sticking out in one metric for one solid year beyond before moving on. Because there's a lot of shiny object syndromes, a lot of shiny object. And you can get pulled from pillar to post, you know, go from here to here, but if you say, Okay, I'm just going to focus on just this particular paid ad, really master this for a whole year, and then move on to the next one, once this one is just working autonomously, then, you know, you've hit the jackpot. Okay, but you have to structure your whole site, everything that you're doing, to make sure that it's engineered in such a way that allows this process to be happening, whereby if your site or your landing pages doesn't allow this to happen because you're too particular on a particular image or a particular look, but you're not looking and studying other contemporary product design websites of how they get the person in. They fill them in. They keep the options limited. They keep them in a box brain, so the view that they have looking to concentrate, that you have long read or short read, unfortunately, architecture is all about that long read. It's all about that long read. Because anybody that wants to spend quite a lot of money on a project, they're not just going to just quickly jump onto it, you know, they need to have a long read. It needs to be explanatory. It needs to take them on a journey before they hit that commit. So it's all about getting this right. And this is what I found makes the difference. And I generally would look at a lot of brilliant architecture firm out there started doing fantastic work. However, they got the name, they got, the reputation, they got their years underneath their belt. So in a way, if you're newly starting, you can't compete like that. You have to find a new way to compete, and find a way and think to yourself, Okay, what are they willing not willing to do? And what are we willing to do? And are we in a position where we can make these changes very quickly and be dynamic, whereby, in a larger project, in a larger company, it could be quite Jurassic, you know, trying to do something that, you know is right, but the way it's already got so many things that allow it to work, the way it's working, and people don't want to take particular risk. In order to make a contemporary update. Okay, so, but that works in our favor, because we're always kind of willing to change it very quickly, to be fluid, but we change it in a systematic way. It's never a wholesale change. It's always, why are we changing it? Does this add to something? What does it contribute, and how do we measure it? It's always, how can we measure it? You know, you know, I go back to a situation years ago whereby I printed a lot of posters on little leaflets and was handing it through doors. And I thought to myself, This is too random. This is too and this is too hopeful. They got to be a better way of targeting like a sniper, the right candidates to the right person, without sporadically sending them all out and turning up to events and hoping that people know it's like, I want it to be very specific. I want it to be able to work that I don't need to be present. You know? I don't want to feel like it all is I'm required to be there. In fact, I prefer the whole incognito approach, completely incognito, in a sense, where all of this is happening with or without you, because of the automation of the template everything. If you were to step out, anybody that you brought in will just continue to do what you task them to do that Dana will. It'll still run smooth. Okay, so, yeah, so it's kind of interesting, if we're not really talked about architecture or design, because I'm architect by profession or businessman by nature, yeah, okay, no, I get really excited about that aspect.