When you order 10x more flyers than you need...

The shift in realizing that we are, again, a services business. One book that I recommend to every agency owner, any professional services owner, is how to win client business when you don't know what you're doing. I think it's Doug Fletcher. I looked him up on LinkedIn and shot him a note. Cause I was like, this has been so impactful. And I listened to it, and then I read it another one called the Trusted Advisor. And I think so much of. Of understanding how people buy professional services is so important, because it's not. Yes, we're getting leads from YouTube, but they are going there to learn something. And they're developing a relationship with us on that YouTube channel because our faces are there, our personalities are there. People will ask us. You follow a script, and we're like, no, not really. Like, if you watch them, you'll see that we screw up and it's real and genuine. That book alone has. Has changed a lot of my perspective on how we look at things like trust. Factors like awards don't matter to me, but they hold a little bit of prestige in the client's mind. The onboarding process to us may be like, oh, it's buttoned up. But then the client's like, I haven't heard from you in two days. And to them, that was forever.