What do you do better than anyone in the market? Find it. Leverage it.

Let me ask you guys, think about your zone of genius. What are you better at than anybody else? Who's your ideal buyer and what is the problem owned for them? I understand you solve a lot of problems for them, but I guarantee there is one you solve better than anything else. Could be cost, could be misaligned incentives. For my— any Medicare reps in the room? Anybody selling Medicare? Could be, I don't even know how this works. Confusion. But what is the problem you're going to own? Because if you're going to stand out in a crowded market, The days of hanging a sign and saying, we do it all, we do life, we do disability, we do vision, we do dental, come one, come all— those days are over. What is the one thing you're going to become the expert at?