Bring Value to Your Clients to Leverage Your Business with Greg Todd

Hi, welcome to the Pelby Biz Podcast. Are you a pelvic health PT or ot struggling to start your own practice? This podcast helps pelvic health PTs and OTs get out of debt, gain the income they desire, be able to treat patients without insurance restraints, and learn how to create time freedom for yourself and your family. I'm your host, Dr. Kelly Alhui, founder of Ortho Pelvic Physical Therapy, Pelvic Health Business Grower and Pelvi Biz. Over the last two years I went from a solo entrepreneur to a seven person team in counting. I'm here to help provide a clear path to grow your pelvic health business as fast as possible so that you can gain the time freedom, decrease debt, increase income and live the life that you desire. Before we get started today, make sure you click the link in our bio to grab your ticket for Pelvi Biz. Now let's get into today's episode. Welcome guys to Pelby Biz Podcast. I'm your host, Dr. Kelly Alhui. Today I have the most special guest ever here. He has been my mentor over the last two years so I'm super, super pumped to have him on. His name is Greg Todd. He is a founder of Smart Success Healthcare and before we even let him say hello, I really want to give a shout out to him. He has truly changed my life over the past two years and it's truly been amazing to see where I came from and now where I'm at all based on his programs and his guidance and it's just been so life changing. I started working two jobs for the past eight years and when I took his first program two years ago, I didn't even know what to expect and it's truly changed everything about my lifestyle, my business relationships, every single thing in aspects of my life that I've had to become a different person to get to where I'm at now where I have a brick and mortar practice with seven employees and a thriving business in that and then also coaching pelvic health business owners. And Greg is the goat of all the healthcare success that I've had and a lot of other people, many, many people. I feel like he is the founder to make all healthcare employees and entrepreneurs in the healthcare world be able to grow and start a practice and understand that it's just not about business, that there's way more to it and I give all the credit to him. So Greg, go ahead, you can say hello, but I just wanted to say that hi.

I don't know oh, my gosh. Wow. Well, thank you so much. I guess I'll send you that PayPal. Yeah, I'll send you the money for that, for that introduction. Good grief, man. So listen, here's the deal. The deal is, is that, that you can only help people that want to help themselves. So if your life has truly changed as much as you just said in that intro, please understand that it's because you decided that enough is enough. And. And that's one thing I've really come to understanding, like about coaching. Whether it's coaching patients, clients, you can only help those who want to help themselves. Kelly, what you wanted is you wanted to help yourself. You just needed. You. You just needed the tools, you just needed the guidance, you just needed the accountability. And actually, I gotta be honest with you, you didn't even need accountability. You wanted it so bad. You're like, look, this is it, this is what I'm gonna do. But actually, I should say you need the accountability as well, because as other people push, you pushed. And then you need the community. And together, you know, we're able to rise each other up. So that's the truth. That's the truth, y'. All. The truth is, is that the things that she said are true, but you can only help those who want to help themselves. And she wanted to help herself. And that's why I find you more inspiring than you find me. So there you go.

That's very hard to believe, but okay, it's the truth. So, Greg, because, you know, you've been doing this for a very long time, I'm curious, what trends do you see that are happening in the healthcare world as entrepreneurs? Like, what trends do you feel like are coming to the surface? Is it more cash based practices? Is it more product lines? Is it more online? Like, what are you seeing?

I mean, I truly believe that we are still in the most transformative time in the history of our world in that we are literally now nearly two years into a pandemic. And I believe that the things that I thought were going to happen by 2030 have already happened in 2022. And so do I think there'll be more cash based practices? I mean, look, as more people come out of school and more people just get frustrated with the status quo, yeah, I'm sure there'll be more cash based practices and stuff like that. But the thing that I see the most of is that people are going to be taking their skills, their talents and turning it into systems. And when you can turn your skills and your talents and Your knowledge into a system. You have now essentially cloned yourself. So I want people to understand that, you know, in 2015, you know, I had been a consultant working individually with practices, you know, throughout the country, really. Right. But the way that I was doing it from 2009 to 2015 is I would do like trainings on how to do Google, you know, blogs and keywords and this and that and then ads. Okay, all that's cool. But the way that I was serving people for the most part was, hey, you could hire me to come to your clinic. So people would pay me a couple grand, you know, five to ten grand and fly me up to your clinic and I'm taking the stuff that's in my brain and, and then I'm, I'm working with you. Well, that's not how it works today. And I was only able to help like a very finite amount of people that way. Today you take your knowledge, you take your skills, you take all that experience you have and you turn it into a system. It's a system that will help people with pretty much 90% of the problems that they have. Yes, there could be some tweaks here. Yeah, they're going to be okay. And then I'll have time allocated for those things. But that's where I see health care evolving towards is we used to take so much of our value and our worth in I am so unique and there is nobody that can be like me. Well, that's not what makes you wealthy today. That's not what allows you to have a lot of impact today. Today you have to take, hey, these are the things that I have done. And this System works for 90% of people that have this particular problem. And then you take that, you package it. You can package that as a book, you can package that as a course, you can package that as a paid training, you can package that as a, as an, as an event. You can package that as a challenge. And you package it in a way that can serve and help the masses. That's where I believe healthcare is going to.

Yeah, I mean, I think this serves true to when we're talking about patients as well. You know, just treating one on one versus one to many. And that also applies to business when instead of just consulting one on one, can we create these communities, can we create these groups that actually level everyone up and push everyone forward? So I do see that that's going to be a huge trend coming up, if not already. Right?

Yeah, I mean it's happening. It's just some people are slow to it, you know, and some people have said, hey, this is, this is my. What makes me truly valuable. What makes me valuable is that you get just me. You don't get another therapist, you don't get this. You're going to get me. And that is, you know, their value that they bring to the marketplace. For me, that is not my value.

Right.

Like, there's only a certain amount of people that can get me. I don't want that to. I want you to know that, hey, if you follow step A, B, C, D, E, you will be able to get this outcome.

Yeah. So going off of A, B, C, D, E. Speaking of that, if someone is new to the entrepreneur world and they're like, hey, I really want to really get started in this, Is there five easy steps that you would recommend for someone to be like, okay, this is how I'm going to get started. This is what I need to do. And is there something that's very clear that you can give us insight on?

Yeah, I'll do it in three. So, so the first step, every single client, every single training, every single strategy call that I do, everything I do is based off of these three steps. Okay? It's a O L audit. First, optimize. Next, only after you audit and after you've optimized, leverage it so that it creates exponential impact, exponential money. So let's talk about the first audit. The biggest thing you can do if you want to improve your marriage, if you want to improve a friendship, if you want to improve your business, if you want to improve your current career and job situation or fitness. Fitness is audit. Here, come on, let's do this. We'll do this. We'll do a business example and we'll do a fitness example. Is that cool?

All right, perfect.

So in the business example, the first thing you have to do is you have to say, look, I got to do an audit of my business. So that could mean how much money is being generated per month. That could mean how much profits are being generated per month. That could mean how much expenses am I putting out per month. That could mean how much time am I working into business per month. That could mean, you know, how much revenue am I bringing in that doesn't involve me per month. That could be how much am I paying people per month. These are all auditing pieces. Okay? It's making you audit. This is where I'm currently at. It is a self awareness. Most people have no awareness of their situation. Oh yeah, everything's right. Everything that's subjective yeah, it's fantastic. Look at your account. You're broke. Like, what are you talking about? Everything's right. Okay. So you have to be able to audit that. I like to do it for people that are like potentially going to work with me. I do it in the time audit. So the time audit stands for that acronym stands for how much time am I working in my business to say you're working 60 hours a week right now in your business. Okay, cool. Where do you want to be a year from now, two years from now, three years from now? Where do you want to be? Oh my gosh. Well, I would love to be at, you know, 20 hours a week or 15 hours a week. Okay, cool. The I stands for impact. How many people are you impacting right now, a month? Well, right now I've got a cash based clinic and I'm impacting about five people a month. Okay, where do you want to be? Well, I would love to be able to be at 20amonth. Okay, cool. What if I told you you could do more? Part of the impact when you're a coach is actually helping to improve and increase, you know, people's belief on what they can do and giving them proof of why I believe you can do this. Okay. M is for money. How much are you making per month right now? Show me your bank account. Where do you want to be a year, two, three years from now? And then E is for experiences. I believe that we are here to be able to serve each other. Yes. But I also believe that if we've done it well and I've got a good product and it's working for people, you should make good money. And I believe that you use the money to be able to buy back your time. So for me, all of this is leading to experiences. How much time am I able to spend with my family? How much time am I able to take care of myself so that I could actually continue to do the things that I said above? So that is the audit. And most people fail to do that. They don't audit their business, they don't audit their marketing. They don't audit the amount of leads they have coming in the door. They don't audit their marriage, they audit nothing. So they have no awareness. And then they're just shocked when somebody hands on the divorce papers. Then they're shocked when the tenant says, hey, guess what? You ain't got to go home, but you got to get the heck outta here. Okay? Cause you ain't got no money. Cause you haven't paid them in three months. See, we fail to audit. Once we've audited our situation, then it's like, all right, well, what do we need to do first? And whatever that thing is, whether it's marketing, getting leads in the door, learning how to actually sell people to go into your plan of care or into your solutions, learning how to create a better experience that's optimizing.

Yeah. It's so interesting you say audit because recently I've been talking to a lot of pelvic health PTs and OTs, and a lot of them are doing the same thing over and over again. They've been doing this for years. I just had one that said three years I've been having a side hustle and it hasn't gone anywhere.

Right here. Sorry not to cut you, but you know, my dad brain will. This is really important. So many people you and please understand this. Listen, listeners, please like rewind this part. And I want you to listen to this over and over and over again until it sticks. You want to know what the issue is for those of you that have been doing something the same thing for three years, some of you the same thing for 10 years, some of you the same Thing for 20 years. You want to know what your big value that you put on everything that you do, it's what you're trying to push to your clients. It's your time. So you want to know what happens? Is that because you're like, well, the reason why you should pay me $200 a session is because you get time with me. Who cares? What type of results are you going to give me if you spent an hour with me and you waste my time and my pelvic floor don't feel better? What the hell is the point of working with you? I still got a jacked up pelvic floor. You just wasted my damn time. If you could do the same thing in 10 minutes, you could show me something to do and it makes me feel better, then fantastic. So here's the problem. Problem is that most of you respect your time, and that's what you respect. So you actually believe that if you just continue to do the same broken thing that you're doing in business, you believe this false theory. It's just a matter of time. No, it ain't. Most of y' all have been in business for one year, but you've repeated it three years in a row. Most of you have been in business honestly for six months, but you've repeated it 20 times in a row. You're not going to get better results. I literally was just talking to my team that in order to work with me, you have to understand that I'm going to switch things up constantly. So you all aren't switching things up, but you believe that if you just continue to do it, that 10 years from now, it will eventually pay off. No, 10 years from now, you will not be in business, or 10 years from now, you will be damning the business because you're like, it never did this. It never did that. You're doing the same thing over and over again. You can't be an entrepreneur and do the same things. We live in a world that's constantly evolving. If you do the same thing, you're going to be out. You will be gone. I'm telling you right now, you will be gone. You can even ask Kelly, are you doing the same things that you're doing a year and a half ago?

Hell, no.

I mean, you're not even doing the same things you're doing three months ago.

No.

We're constantly changing, y'. All. That's why we're winning. That's what it takes. And if you can't do that, just do me a favor. Just sign the papers, get out as fast as you can. Get out as fast as you can. It's going to be a train wreck. It's going to be awful. I mean, you're probably feeling right now. You're probably like, dang, it's a train wreck. Yeah, you're right. Yeah. Because you don't change.

Yeah. And I. And people keep using the excuse, which, you know what? It made me think back to when I started, I kept using the excuse for a fair amount of time. I don't have the time. I don't have the time. You know, and a lot of. A lot of the clients that I work with have kids, family, you know, all that kind of stuff. I didn't have that. But there's just. I don't have the time. And that's really brings us back to the point of, if you're saying that to yourself, you really need to audit your situation, write down every single thing you do and say, okay, where can I pull back from? Or where can I add to. How can I fit this in into things that I'm already doing so that it becomes a better habit.

Yeah. I mean, I think one of the other big things that you can do for yourself is you can change your perspective. The fastest way you can change your life is just by changing your perspective. So let's go back to what you just said, when people say I don't have the time. Well, how about changing your perspective on that? Saying that the way that I'm currently doing things is not allowing me the time, right?

No, that's huge.

Yeah, that's huge the way that I'm current. Because look, I'm not trying to compare myself to any mom. I'm not trying to compare myself to any wife. I'm not trying to compare myself to any dad. But I will tell you that, like, I do have a couple things going on. I mean, I will tell you that, like, I have a wife. And my wife here's the crazy thing about her, right? So my wife, her love language is time. That's all she wants. She doesn't want the money. She doesn't want any. That she actually wants us to retire and go live on a farm and act like Chip and Joanna. And I'm like, listen, baby, that's not me. Like, I ain't gonna be able to do that. I can't even. I can't even hammer a nail, okay? I nearly. I nearly punctured my whole phalange, you know? Like, I can't do that, okay? I can't be Chip, baby. So here's the deal. She wants time. I got four kids. I got four kids and they apparently got the chromosome of their mother. All they want is my time, okay? I've got multiple businesses. The truth of the matter is, is that whenever that stinking thinking comes into my mind, I realize that currently I'm not doing things that's allowing me to have the time to work on my business. Currently, the way that I'm doing things, I'm not doing things in a way that's allowing me to have the time to spend with my spouse. By the way, I spend two hours a day on self care. Two hours a day. So when. Oh, I don't have the time to do that. Well, the reality is, is that my businesses are not currently operating in a way that's giving me the time to be able to spend two hours on self care every single day. And if I don't spend two hours on self care every day and I crumble, well, all the stuff is gone anyway. I don't have the wife, don't have the marriage, don't have the business. I don't have this. Why? Because I'm dead, okay? So listen, it's just perspective. Change y'. All. That's all it is. Change your perspective to change your life the fastest and then do the audit once you have Audited. Do the optimize. And only after you've optimized should you leverage anything. We live in a world where everyone wants to tell you that you can leverage and you can scale and you can do it right away. You can do it in four easy payments of 24. Da, da, da, da, da. It's a lie. Okay? It's a lie. All right? Audit your situation first. Get some self awareness in your life. Then you optimize, then you leverage.

Yeah, no, that's huge, guys. Definitely, definitely. Those steps are so key. Great. So what has been. I know there's probably been many problems throughout these years of you with these many businesses. You know, is there been something that has truly been like a really low point for you that you're like, man, how am I going to pick myself back up and continue to keep pushing when you have the hard times of maybe like the clinic numbers are down or maybe your health goes down and you don't know where to turn? Like, you know, if people are listening to this, how can people, when they have these big problems turn and pivot and make it into a positive? Can you give us a scenario?

I mean, I don't know how much time you have. I could give you so many. We could be here all day with this. Look, I mean, I can tell you, for me, the biggest times that I have contemplated hanging it up have always been around my health, always been around my health. And so I can give you a time. In 2000, this is 2009, I had just come back from San Francisco. I just finished my fourth marathon in two years. Did the San Francisco marathon, had a personal best of 3 hours and 50 minutes. And I spent time and went to Napa with my kids. And we had a newborn at the time, so we had three kids. And we're around San Fran and this, that. When I came back and I started to feel icky, I just felt really fatigued, you know, lethargic and, you know, I just couldn't train again. I just couldn't. Something was wrong. And so then I saw a couple of doctors and, and they said that, you know, I had Epstein Barr and, you know, I needed to take off time. And I realized at that time I couldn't do what they said because I didn't have a business that was set up to be able to allow me to take off more than a week or two. That was it. He said, take off three months. I was like, I can't do that or I can't put food on my table. And at that time. There was no contemplating quitting at that time. I just powered through it, and it powered through it being a chronic issue for me and having, in 2012, three seizures in four days. And I remember during that time, I had enough money. I'd accumulated enough to where we were. Like, my wife and I sat down and said, hey, you know what? Maybe we need to sell the business or sell our 50% of the business, and then let's just use that money to get you answers on my health. So that was probably. Of all the times that was the. That was a really low point, you know, and it's been around my health. You know, it doesn't matter how bad your business is or how great your business is. Literally, if your health goes to poop, you're really in trouble. You're really, really, really in trouble. And so, you know, Kelly will tell you, I'm always, you know, pushing health, pushing health, pushing health. It's all good until it's not good, a hundred percent. And then it's the craziest thing, because all the things you thought were problems before, they're really not even that big of problems.

Right. So true.

Yeah. You know, for me, I can truly say I've never really. I've never been on, like, oh, my gosh, that last. Like, I've had that last dollar in my account. I mean, yeah, I was broke for a long time, but, like, the one thing I've always realized is that there's money everywhere. Like, you can borrow. This is America. You can borrow money. You can get money. People are always looking for easy money. Investors will invest in you. Yeah, you might have to pay. Ridiculous. This, that. Da, da, da, da, da. Interest rates. But money has never been the reason, at least for me. And I think that's because of my mindset, because I'm always like, yo, I live in America. I could just borrow.

Right?

So money has never been the thing to nearly take me out. It's always my health.

Yeah, Yeah, I completely get that. I mean, I've been saying for, what, the past two years? I can't. I can't focus my health. Got to get this business going. And now I'm starting to see that the more that my businesses require time out of me, the more I'm like, you know what? Game on. I've got to get my energy and my health in order so that I can continue to provide the energy that I do when, you know, making these businesses go and talking to everyone I talk to all day long.

So, you know, Kelly, if You really think about it. Okay, a couple things. So number one, right? And now if y' all don't mind while you listen by, like now, we're just gonna have a mentor to mentee moment, right? Okay? She's your mentor, I'm her mentor. So. So we're all having this together. But, Kelly, I want to tell you something. The reason why you were able to build your business, you guys, what she was able to do. You talk about the goat. You want to talk about the goat? The goat of speed, of building a business is Kelli Elhue. She is the goat. Your boy GT did not build a business as fast as she did. But I want to tell you how she was able to do it. The way she was able to do it is she's like the queen of networking. In order for you to network and actually want to, like, follow someone or you want to listen to someone is by energy. What Kelly. I don't even know if Kelly knows this, but her energy is amazing. And I'm like, if your energy is that good and you're not even like putting your health as a priority, what is her energy going to look like if her health is a priority? So yo, homegirl is getting it in now. So my point is this, y'. All. If people aren't listening to you, if you're not closing the deals, if every single discovery visit that comes in your way, 10% of them are actually moving forward, your energy is trash. Sucks. Either you don't have confidence in yourself. You don't have confidence in your offer. You're not transferring that like in a sale. You have to transfer trust to people. You have to transfer energy to people in order for you to transfer energy. That means you have to have so much energy. You have to have so much that you're able to not only keep enough for you, but I can transfer so much to you. That which your non belief self I could actually give you belief. You know how much energy that create that. That you have to create. So how are you going to do that if your health is a train wreck? I mean, you might be able to do it for one person or two, but when the third, fourth person comes in, you're like.

Or the problems or whatever else, it goes down the drain.

Yes, you're not gonna be able to do it. Yeah, you're not gonna be able to do it. So you guys have to understand that this stuff is really, really, really important. That's why you have to protect. You have to create energy. You have to have habits that Generate energy. But then you also have to have habits that protect your energy and protect your peace. Right? Like, I can't give my energy, like, to everyone right here. I'll give you a quick story. So yesterday I had this guy come by, and he wanted to tour my office, and he was like, oh, man, I want to bring all these people to your office. And we let them come by, and instead of just coming by and just doing a quick tour of the office, ended up staying for, like, if you just list his podcast. But. So dude ended up staying for, like, 45 minutes. Said, hey, can I do a sales call in your room? Ended up taking a bunch of Instagram videos, showing off our office, like, acting like it was, okay, fine, whatever. He didn't pay us any money. He didn't pay us anything. He just came in and we let. And we just, you know. And I, you know, kind of coached him up a little bit and said, all right. But, like, Brittany had to tell the dude, like, okay, it's like, we're about to start our work day. You gotta leave. Okay. Conversely, right after you left, I had a strategy call with a potential client. Strategy call lasted, I think, 16 minutes. 16 or 18 minutes. That person just had a couple questions. I was able to transfer energy to that person, and that person went into our $25,000 program. Couple minutes. Here's my point. My point is, is that the person that just invested $25,000 in my programs took less energy from me than the person that was just here freeloading. You all have to be very careful of that, especially if you aren't in the proper circles right now of the people that are taking your energy versus the people that are actually giving you energy. I'm hoping that as you're listening to this podcast, that Kelly and I are actually giving you energy, by the way. We took nothing from you. We didn't charge you for this, okay? Conversely, there are people that are just seeping your energy. They're literally sucking it out of you like a freaking vampire. You got to be careful of these things. These are real, real, real, real issues, Real things that you have to be very mindful of if you want to actually make it in business. You got to be able to protect your energy, protect your piece.

This is why you got to audit. So even, like the newscasters, all that kind of stuff, your whole entire environment, you have to audit and see who is taking your energy. And if they are, bye, bye, Deuces. Yep, exactly. Well, thanks so much, Greg. Thank you so much for your time. Guys, for Pelv Biz, the event, we are actually going to be using Greg so super pumped about that. So, yeah, thank you so much for all your insight and it's been a pleasure.

You know, here. Can I say something about your event?

Yeah.

You know, I know what we have here and how this is going to be such a amazing experience. Just when they come here and you teach them. I also know some of the speakers that you're bringing in and I know that you have brought in literally the best first class. I also know what Kelly has planned, at least some of the things she shared with me and what she has planned for people that are coming here live. And I know that the virtual experience is going to be absolutely ridiculous because of how our place is set up. There's hundreds of thousands of dollars in this facility and she is using this facility for it. For those of you that are kind of on the fence, stop. Just stop. Stop negotiating with yourself. Hey, listen, I want to just, just tell you all this. Kelly's didn't ask me to do this. I want to do this. If you want to take this out the podcast, do whatever you want to do, but I need to just say what I need to say. I need to protect my peace right now. You would be a total fool not to take her up on this. Be crazy. And the reason why is not just for the stuff that you're gonna learn at the event, not just for the experience you'll have, but more importantly for yourself. One of the biggest things that I had to do is I had to say that I will never, ever, ever attract the people that I want to attract if I don't become that person first. So right now I want you all to ask yourself a couple questions. What type of clients do you want to attract? Do you want to attract clients that are going to nickel and dime you for every single thing that you do? You want to attract clients that are not going to actually put their pelvic health as a priority? Do you want to attract clients that are going to constantly cancel on you? For those of you that are doing mobile pelvic health, do you want to attract clients that will actually, they're not going to respect your time, so they'll let you drive to their home just to tell you, oh, I don't have time to work with you? Is that the type of person you want to attract or do you want to attract premium level clients? Well, if you said the latter instead of the former, then let me give you a piece of coaching and I'M not going to charge you, but if you want to leave me a tip, go to paypal.com gregtodpt and you can send me as much money as you want. All right? But here's something that I want to tell you, is that you will never attract something that you aren't already. You might get lucky once, you might even get lucky twice, but you will never attract something that you aren't. I'm a premium buyer, so it's easy for me to attract premium, premium clients. Because when I'm doing a sales call, like I am, that I'm asking you to do what I do. See what I'm saying? Someone like, I bought Kelly razzes me for this all the time. I bought a peloton recently. Okay?

This pelvic floor is the only pelvic floor.

Gregory. Okay, she's probably right, but I bought a peloton, right? And the truth of the matter is, is that somebody said to me, why did you get the peloton? There's this other one you can get for like $1200. It's like a little cheaper. Da, da, da, da. I was like, well, I'm a premium buyer. Like, in anything that I do, whether it's a car, it's a home, it's a bike, it's food, it's a restaurant. I'm a premium buyer. So, guys, you see, I don't have that conflict in me when I'm asking people to invest in me because I invest in myself. Like, I'll go into a $50,000 mastermind. I'll spend 100 grand on coaching every six months. I don't mind doing that. That's why it's easy for me to say, hey, you need to invest with me. So my point is, is that if you are on the fence, I would highly advise you, if you want premium in your life to become premium, this happens to be a premium event. So I would say for you to sign up.

Yep. Guys, listen to Greg. Yeah. No, it's gonna be a freaking awesome event, guys. It's just gonna be amazing. So I can't wait to put it on. It's amazing. We're already in these voxer groups talking. We've had a person just hire, literally within the first week. We had a person just sell a 12 session package. And before, she just would have done a one, one person visit. I mean, the results that we're getting already in one week are just amazing. And I cannot wait to continue this all the way up into the event. And everyone just leveling each other up. So it's super, super inspiring to see and continue to kind of just make the pelvic health world better.

So awesome. Proud of you, Kelly. Proud of you.

Yeah, no, thanks for everything, Greg. So. All right, guys, if you are ready to change your life, click the link in the show notes to get your ticket to Pelby Biz. Let's go.