Local businesses have a hidden advantage: customers cluster geographically, so word-of-mouth spreads fast through conversations and phone calls. A steady stream of referrals fills the schedule without needing to measure it.
Online businesses have a lot of advantages when it comes to scaling with technology and, and through, through network effects, being able to scale businesses that, but I think that local businesses have built-in network effects that are geographically or geographic in nature. So you've got a population of people that are very close together. It's easy to spread word and, and word does spread. It's often, you know, some people call it dark social. It's stuff that you can't really measure, but you know by the number of times that your phone is ringing and your email is dinging and people are reaching out to you. And so, you know, intuitively whether you're measuring it or not, if you're getting a lot of word-of-mouth advertising and you're getting a lot of referral business because people are reaching out to you and your schedule books up,
