Fact: Cost-containment without clear expectations = fired broker. Build trust first.

Tell me any cost containment strategy you want, even if it creates the desired outcome, if the service isn't there, you're going to get fired. 100%. No question. And I think a lot of advisors are missing that point right now because they think it's all on their innovation. And if they can't back it up with the service, none of it matters. And from the storytelling perspective, you know, I think one of the challenges I see, David, is you get an advisor who's very interested in medical captives, right? They do start to see everything as a nail 'cause now they have the hammer. And the way they communicate it is very poor 'cause it's almost like, hey, you should look at these things called medical captives. Do you want one? That's what they're selling in a roundabout way. When it's stop selling the product, start selling the story of what the buyer's going through today, which makes the captive the obvious solution at the end of that story.