The Trust Barrier

Absolutely. And I think that I find that the number one barrier or challenge I find with creators from my experience is the trust barrier. So the trust barrier, meaning that when you launch that new thing, especially if you're earlier stage, you might build your own audience that kind of knows you and trusts you. But outside of that bubble, that's the major thing you're contending with. You're not a big known brand across the industry. And so you're having to say like, how do I create trust? Well, again, when you work with partners that have trust, when I analyze all the folks you've worked with, and I ask, I ask myself, why And I think it was Pat Flynn specifically. You've heard me name-drop him a couple of times. He was such a powerful partner for us during my Bonjoro days where I worked before. He drove us over half a million dollars in basically like customer accounts and revenue. And I ask, why was he such a powerful partner? Because he had a very high degree of trust. At a fundamental level, it was he had a very high degree of trust with his audience. So, when he started to use something, when he talked authentically about how he was essentially using it, it wasn't a paid relationship at all.