So let's talk about some truths, right? One Truth is, we're exposed to 5000 branded messages every day, that's approximately a freshman every 2.7 seconds that we're awake, we're under assault. If you look at your brain, your brain is exposed to 11 million bits of information, every minute. So we pause right now. And you listen, there's a car driving by outside, maybe often the distance, there's a horn honking, maybe you can hear the squeaking of your car of your seat, right? Maybe you can hear your air conditioning, your brain filters it all out, right? It only processes of those 11 million bits of information, it only processes 50. Your brain is a cognitive spam filter. So what do we need to do? If it's filtering out all the noise, we need to create signals, we need to make sure that that content is actually valuable. And we need to make sure that we understand how short people's attention spans are the book that I wrote, In the very first paragraph, I've got my knife out, and I'm cutting my babysitter's bum off. Because I needed to capture people's attention, I need to get you through the first paragraph to get you to the second paragraph. The second paragraph gets you to the second page. It's not to like page five, where I'm finally like, Hey, man, let me give you some advice. But if I just come off on advice on page one, people have that you need to engage them. So to be really specific, Becky, there's a couple things that I would recommend. One is make sure in whatever you're developing, you're telling that story, or excuse me, you're engaging people within the first six seconds, right? You need to make sure that you're capturing people's attention as quickly as possible. That's one action item to I would make sure that even before that you're being extraordinarily functional, just like major brands out there. Nonprofits, there's a lot of competition for those dollars. So you need to make sure first and foremost forget about my first piece of advice. This the first one, make sure everybody clearly understands what you do. from a functional standpoint. Yeah, you want to make people laugh? Yeah, you want to make people cry. Yeah, you want to inspire people. Guess what Nike is trying to do that, as are 10s of 1000s of other brands, make sure people really understand exactly what you offer in a succinct, in few words as possible. The third thing I would recommend, is recognize that a lot of those tools out there don't work nearly as much as you would think they do. For example, social media. Everyone's like, oh my god, social media, it's a free platform, you can reach your audience. If you look at your social media metrics, everybody who's listening to this, I'm going to tell you right now, I'm going to scan with my brain across every single listeners, social media platforms, right now, I'm going to tell you exactly what they find. You're posting multiple times per week, in a typical post, you're getting 13 engagements. The same people are looking at your posts every single day. Mark Zuckerberg is one of the richest human beings on planet Earth, because he pulled one of the greatest scams on planet Earth, which was, hey, I'm gonna give you a free platform, Facebook, Instagram, etc. Bringing all these people we're going to call them friends, then you can publish and all of them are going to see that it's not actually what happens. There's an algorithm involved in this whole thing. And he's not giving you 100% of your friends get to see it. Only a small percentage of the people that are following you on social media get to see the same post. And you tend to be saying the same thing over and over again to the same people. Meanwhile, you're not only investing in that content, but there's so many meetings that you're going through internally over and over and over again, time is money, and people are trying to win it in that social media game. They're trying to do the next Ice Bucket Challenge, which was a complete quagmire for every other company that tried to try some viral concept after that. There's nothing wrong with social media, but remember that your time and your resources are limited and you need to make sure that you're investing in places that are actually really making a difference because you're Are we in social media screaming into an echo chamber? Nothing wrong with that. But I think most companies can reduce their budget a little bit and create some of that great anchoring content. I'd rather see a great video. To your point earlier, John, a great video that tells your story, and then make some some text to go with it. Now it's search engine optimized. Now you've got content that we call evergreen, and people can find it forever. A good piece of content can last for years and years and years and draw new eyeballs in there. And people can take it and share it with others.