“The business is the product. The product isn’t the business.” — Michael E. Gerber.

But it's also another piece of that puzzle, because you talked about the book called the book the E. Myth Revisited, which is pretty much the book everybody reads. Yeah. And they never go beyond that book. Right. But you have to go beyond that book to really get face to face with what exists beyond the emy. Because the truth is, it doesn't get said in the E. Myth Revisited. The truth is, it's said. And beyond the E. Myth, the evolution of an enterprise from a company of one to a company of 1,000. And that is that the business is the product, the product isn't the business. And when you begin to understand that and you really take that in, that the business is the product, something magical occurs.