start this episode with a story. Something happened a couple years ago. I remember I was exposed to virtual reality for the first time, and I remember thinking, wouldn't that be cool if we had augmented reality, this is way back in the day. If you remember, we had those, like those Google Glasses, where they could get additional data about the world based upon what they could see in the glasses. I thought it was pretty cool. As a matter of fact, I gave a presentation on this at to the AIA one time at one of the conventions, talking about this idea of augmented reality. Well, hold that thought for a second. Let me give you a little sneak preview of what we're going to be going over. Today's episode is going to be all about working on the business and not in the business. This is something that we hear people talk about a lot. Why would we want to work on the business and not in the business? What actually does that mean? And is it even important? Well, what I'll tell you is that it's not important unless you want to have more freedom, you want to eliminate the things that currently get in the way of you focusing on the craft, and you want to have less stress in your life, more fulfillment, more profit, more fun. So if that's the case, you're in the right place. And today is going to be another episode where I'm going to be playing around with what I'm going to call augmented reality. So we're going to be using artificial intelligence. I and I did this in a previous podcast episode. You may have learned, but what I've done is I've taken one of the consulting calls that we do here in Business of Architecture, one of our coaching calls that we do with our paying clients, and I put it up into notebook LM, which is this Google product that then creates this conversation between these two artificially generated hosts talking about the subject matter of the asset that you give it. Now, the ability of what you can do with this is certainly an unbounded and I haven't explored the limits of it, but I thought this would be a great way to give you, as a listener, a sneak peek behind the scenes of what happens here at Business of Architecture with our paying clients. Because if you're currently not a client, if you've just been listening to the podcast for a while, if you're dealing with some of the challenges that small firm owners are facing again and again and again, having feeling like they're always having too many things on their plate, difficulty, challenges, maybe even feeling that hiring is hiring the right team members, impossible if you have any of these challenges like I mentioned, that's what we talk about here on the podcast, and these are the kind of issues that we help architecture firm owners overcome in our smart practice program. So what I've done with this coaching call is I've uploaded it to notebook LM. It's generated a conversation between these two artificially generated hosts talking about the contents of the of the coaching call. Why I thought this was cool is because to respect the privacy of our clients, I can't and I won't just upload a raw I'm not gonna you know that's. That's private content. We can't give away any of the content about what happens behind the scenes with our clients. But when I use the AI, or these artificial intelligence personalities to summarize the content, I think we'll find that we're able to get to give you some good information that gives you behind the scenes look at some solutions to some of the challenges you may be facing on a daily basis running an architectural practice. And of course, just to restate that the purpose of why we do this here at Business of Architecture is to help you as a practitioner in the field, have more of what we call the three F's, more freedom, more financial abundance and more fulfillment in the work that you do now. This coaching call that I just did earlier this week, this coaching call, on this call, there were 10 architects present, and each one of these architects were on the smaller side, so we had everything from a solo practitioner to a firm with about three people. So these are what we might call micro practices, a lot of them very new, and these architects were part of what is called our Rainmaker flow call. So in the Business of Architecture Framework, if you look at going from wherever you're at right now under practice to becoming what we call the free architect, an architect who has freedom, fulfillment and exceptional financial reward. There's a path and a step, many steps, to be able to get to there, and one of the steps is focusing on the rainmaking in your practice, getting to the point where you have a consistent and reliable source of inquiries that matches the caliber of the work and the clients that you aspire to work with. So that's what we do this. I do this call every single week, and that's the focus of this call is we're talking all about systems for business development. We're talking about growing your pipeline. We're talking about actual scripts for how to have conversations with potential referral partners. Marketing Strategies, websites, you name it, digital marketing, in person, marketing, face to face, marketing, all of the above, to build up that consistent source of leads in your practice, which is so important, because ultimately, if you don't have work coming in, then you won't be able to pay the bills. You'll constantly be in the feast or famine mode of wondering, with that anxiety and with that worry about the future and not being able to make powerful decisions today, maybe holding off on hiring someone because you're uncertain about the ability of your practice to have the work to keep that person gainfully employed in the future. So we can see that this idea of becoming a rainmaker, and particularly the content that I go over every single week with our heroic firm owners on the Rainmaker flow coaching call, is so essential. And so with that, I'm going to jump into this. This, this summary that was generated by these two wonderful AI hosts, and I'll pause it along the way and I'll give some commentary, but I'm going to use this as as fodder for this episode. And again, on this episode, you're going to discover, we're going to talk about working on the business, as opposed to working in the business. What does that actually mean? We're going to talk about, what do you do when you feel like team members aren't perhaps performing like you would like them to perform, and much else. So with that, let's jump into the content of today's episode. And one thing to keep in mind is, because the AI still has not progressed far enough to actually pronounce my name correctly, it refers to me as Mr. Sears. Apparently it can't pronounce Enoch, so we're gonna go with Mr. Sears. Whenever it talks about Mr. Sears, it's referring to me. And with that, let's jump into the summary of this coaching calling. Ever feel