He really is. But he wrote the tiniest little book, it's this little orange book that you need to buy called This is marketing. Becky gave it to me Actually, last year. But I promise it would change the way that you think about marketing because at least if you are a few years out of school, what you probably learned in college about marketing, a lot of it, you know, maybe some of the core truths are the same. But really the tactics have completely shifted and just wanted to kind of run through some of this because I think it's so powerful if you step into this new way of thinking, but the old ways we all know it was mass media, right? If you wanted to make a message, everybody wanted to get a TV ad during a primetime spot. Let's be honest, who's watching all the same show at this point, right? We're all watching the things that we're passionate about, we're not all congregating around one certain place, because it's the market is so neat niche at this point, right, we all have these areas. So you know the age that we're in this digital revolution that we talked about leading into this conversation, there's ways to go after specific groups of people with paid ads. And you can do that. But truly, everybody's doing that, you know, you could target on Facebook, every 20 year old in Oklahoma City, and put an ad in front of it, but so Can everybody else. But what you can't do, and this is where the secret sauce is, is really connect with people's human desires or their needs, through the values of your organization. So Seth uses this hilarious example. And I love that I'm on a first name basis with this, I'm just gonna act like real casual