Working with a business consultant that specializes with architects like we do at business, architecture, brilliant, I know loads of architects who have specialized with, who have worked with business consultants from different fields, brilliant, whoever it is, that kind of knowledge and expertise and mentorship and guidance, and you take in it on to learn about the different aspects of business, learn about the communication that's needed for negotiating fees, and how to position yourself powerfully into a new market. These are the things that really helped us elevate our, our business. I think I've said previously, that, you know, sometimes many architects will say, Well, what do we need to do to stand out, and I'll often respond with actually just learning a bit about business will make you stand out, becoming commercially aware, will make you stand out, or help you ask better questions of your clients, you know, when you going and talking to another client, and you genuinely understand their business agendas, their business problems, the sorts of things that they're struggling with, and you can articulate those pains and problems very well. Your value elevates, often when I will talk to an architect, and I'll say, you know, what are the pains and problems of the of the client and their say, Oh, well, they haven't been or they're struggling to get a good construction documentation set. No, they're not. That's not their problem. That's not what they're worried about late at night, their problems are going to be what the results are of the building. You know, perhaps their problem right now today is the fact that say that they're an organization is that they're losing revenue, because nobody is coming into to their retail park, for example, because it's been so poorly designed, or they've got, you know, developers have got projects that have spent months and months and months in planning approvals. And they haven't put the you know, they haven't put the right architect on the on the job or the right team. And their projects are getting delayed, they're losing money. Or you might have a homeowner whose current issue is that they're, their kids have just left home. And they're kind of got they've got too much space, and they're feeling pretty lonely, and they want to completely change the way that they're living. So these are more the pains of the clients of what they're experiencing right now. And getting really masterful in that. I think, again, this is one of these things that's going to help us elevate our financial performance in a business. I've thoroughly enjoyed speaking to architects who are savvy negotiators, or who are savvy marketers, and really position themselves as advocates or allies, to their clients. And what this means is that they become very committed to a particular industry, for example, and they do a lot of research about that industry. They attend trade events, they read the trade journals, they understand what sorts of problems that businesses facing, when it's times of economic downturn, they're not the kind of architects who suddenly worry about themselves and, you know, let go of the industry, they've been working with that to suddenly just sort of scramble off over somewhere else and just do take on loads of projects that aren't a fit for them. The smart ones, go deeper into their particular niches and start recognizing that their clients are going to be having economic problems, troubles, worries, concerns as well, and position themselves as what can we do to help? Okay, what are you actually dealing with right now? You know, for the for the future, I'm often reminded of the story of the practice in in Texas, who during COVID, there was specialists in hospitality, and during COVID, everything shut down. And they said that so many architects in the hospitality sector abandoned hospitality altogether, understandably, okay, they had to had to, you know, in many cases, lost business and I'm not that well run. So, you know, that industry disappears, you have to let go. You've got to make sure that your people are getting fed and that you can get some money into the business. These guys were very committed to hospitality and to hotels, recognize that these captains of industry of hospitality, we're gonna go into some deep strategic planning about, you know, what to do when inevitably COVID would end and they wanted to be allies, advocates, partners, and actually position themselves in a very strong position. When the COVID ended or when the travel restrictions started to come to an end, hospitality starts to open back up, and they had picked up all these new clients that had been abandoned by their other architectural teams. Slightly slight sniff of economic downturn. So going deep into our target market are industries that we're serving, becoming allies and advocates to our clients. These are the things that can make a big difference to ourselves financially. Okay, learning again, we said learning to negotiate, learning to sell, I did a podcast a little while back about the different stages, that you can take somebody through in a conversational framework as a sales structure, to increase the likelihood of you being able to close more consistently and more on a more regular basis. Learning how to market yourself how to create offers, how to use language effectively on your website, again, the more intimate knowledge that you have of your client base, all provides a much more detailed picture of how you can be doing this. So learning about business, learning about leadership, learning about management, taking it on and taking on responsibility, for your performance, and for your business, I think is the most powerful thing that we can do. In terms of kind of, you know, what we're what businesses are doing, if they're in financial danger, I think what's more scary, if you like, is lots of businesses who are in financial danger and who have just become used to it. Okay. This happens quite often, we'll see lots of business owners who are getting paid less than some of their senior staff, or they're getting paid less than some of their junior staff, even. This is not, this is surprisingly, not that uncommon. And they get used to it. Having no retirement fund in place, having no savings becomes very usual. Constantly being on this feast or famine cycle. And the architecture industry often go kind of justify it and be like, well, that's the profession. That's what it's like, it's always been like this, and it always will be like this. But now it's getting to a much more critical, critical stage where it's becoming unlivable. The tension and the pain is building up too much. And if that's the situation that you find yourself in, you need to you need to get her help. I also suggest and a lot of our clients that we work with, are already top performers. Now, isn't that interesting? Isn't that interesting? And I often think about it like this. So sometimes people think working with a coach or a consultant is something you only do when you're in trouble. And actually, I found that an our preference as well is to work with high performing businesses. You know, it's not really that fun, working with organizations that are, you know, sick, if there's mindset and leadership issues and all this kind of this kind of stuff, or who are really struggling, okay, there's a lot of work that's involved in that. And normally, they don't have the resources in the finest amount of pay for the consulting. But often, businesses that are already high performing, are looking for consultants, they're looking for coaches, kind of like a sports person. I remember hearing about Harry Kane, who striker England used to be spurs now by Bayern Munich. He had lots of different coaches for different aspects of his game, he had a nutritional coach, he had a cardio fitness coach, he had a striking coach, he had a passing coach, all these different types of coaches, had a mindset coach, okay, all these different coaches for different aspects of his game, to help him be the best that he could possibly be and maintain him there. So think of it like that as being a high performing elite sports person. You get interested in consulting and coaching and finding support and finding different ways to improve your business. So great article, David Green in the AJ thoroughly recommend he does articulate very well. The kind of issues that the industry is facing at the moment