Millennials & Money A to Z $ : A Keynote By Matt Britton (Gen Y | Future Of Work |Digital marketing

I only have a half an hour for you guys today, and I know it's super early in the morning, but you're gonna have to drink from a fire hose. Cause I talk extremely fast and I want to give you guys a lot of information. This is a kind of fun presentation format I put together. It's Millennials, A to Z. I basically go through every letter of the Alphabet and every letter I talk about a trend, specifically in the financial services that's impacting the millennial generation in the future. Sometimes I had to hack the letters a little bit because they didn't really fit, but you'll bear with me there. And then since we don't have a lot of time for Q and A afterwards, if you guys want to come and talk to me, or you can tweet me, I put my Twitter handle on every page, you can tweet me questions, and we'll go from there. So you guys ready to rock? Let's do this. All right. A. A is access over ownership. It could also stand for Airbnb. The places that consumers traditionally spend the most amount of their discretionary expenditures. Cars. And housing is no longer a priority. The version of the American dream. Buying a car, having a two car garage, white picket fence, house in the suburbs has really taken a U turn. Consumers this generation would rather access a car via tools like Uber, obviously. Access homes like tools like Airbnb versus buying cars and homes. They're spending money not on a collection of physical items, but on experiences instead. We're in a world where the status update is more important now than the status symbol. The status update is over the status symbol. People are building their personal brands not through the bling bling, through the watches, the cars, the houses, and the sneakers, but through the places they've gone to, from for sneaking to the DJ booth, sitting front row at a basketball game, climbing to the top of a mountain. That's what dictates who they are, their Persona, the jobs they get, the relationships they get into. They would not be able to afford these great experiences if they still chased cars and houses. So instead of buying these things, they're accessing these things instead of owning them. Which really has a trickle down impact on the entire financial services industry. B stands for the barbell economy. For the first time since the roaring twenties, 25% of the wealth is controlled by only 0.1% of the population in the United States. The wealth disparity is growing wider and wider and wider as the middle class erodes. In the United States. It really started Obviously the dot com boom. And for businesses, the number one advice that I give to major brands is you need to pick a side. You need to be on the value side of the equation or the luxury side of the equation. The value side. Dollar Store, Dollar Tree, Dollar General. Right. Vizio, that makes flat screens for $199. Kia, that brings a car to market for $14,000. These companies have picked the value side of the equation. Walmart, Everyday low prices. There's a huge need for value. First through supply chain innovation. These companies that can crack the value equation are doing incredibly well. On the luxury side, you have Coach Four Seasons, a company called Blade that shuttles people back and forth to the Hamptons of New York City for $600. JetSmarter, which is a private jet club. The these companies cannot sell memberships and products fast enough. If you're on one side or the other, you're really doing well. But who's not? Companies that are stuck in the middle. Let's talk about Macy's. Let's talk about the gap. Who's closing 30% of their stores? These companies. Who's going to shop at Macy's? Well, the luxury sector is not going to buy clothing at Macy's and the value sector can't afford to buy clothing at Macy's. So Macy's is stuck in the middle. Airlines, automotive, manufacturers, it doesn't matter what industry. Everybody really needs to pick a side. Another great example is Target. Target tried to go upstream with Isaac Mizrahi and do a fashion deal to move upstream and actually try to cater to a fashion set. Luxury side, didn't want to buy clothing there. The value side, all of a sudden they perceived they couldn't afford it. Now all of a sudden they're stuck somewhere in the middle. Walmart sticks to everyday low prices. Target sees what's happening, goes back to the value equation. Barbell. Economy is driving the future. And with more manufacturing getting outsourced overseas and in the middle of America, I stay in places like Cincinnati, the nicest hotel there, the Westin, the bathroom in the lobby. You need a passcode to get in, right? That's not the case in the Pierre in New York City in the middle of America. Unfortunately, the economy is really getting drained and hopefully there's something the country can do about it. But until then, the companies really need to pick a side. C stands for crowdfunding. For new investors, people with new ideas. No longer did any connections with a big bank or financial institute or somebody with deep pockets. Now really, it's all been democratized and the playing field has been really leveled. If you have a great idea and you can kind of control an audience and you can motivate and inspire people, you can raise money to do what you want, whether it be Kickstarter or if you want to actually support a cause, you can do GoFundMe. I think crowdfunding has a huge impact on the financial services industry and banking in general. See, because banking really used to control the purse strings of opportunity. Bankers used to control whether a company strategically can get off or not, but now the consumer does. So it's really in the power of the consumer. And it's really emblematic of the changes this millennial generation have brought. It used to be big decisions were made from the boardrooms. Big execs would say, I like this. I don't, this is going to work. It doesn't. But now big decisions in terms of the future of culture are actually made from the sidewalks. They're made from the streets. The consumer is in control. And the one thing that pisses me off the most in terms of working with big companies is they talk about Mark Zuckerberg and Evan Spiegel and these gods that are 25 and 30 years old as they sit in their corporate ivory towers While the smart 25 and 30 year olds are eight floors below with absolutely no power. So I'm telling boards, big corporations create shadow boards, bring in young people that actually tell you what's really going on. Because until millennials fill the C suite, there's still this giant disconnect between the Gen X and boomers who really don't live this life and, and the millennials who are controlling the future. And that's why Kodak went out of business the same day Instagram first hit a million users. And it's going to happen in so many industries until companies really look themselves in the eyes and say this is what's really happening. And the way you do that is by listening to the younger people in your organization. These dollar dollar bill, y' all obviously cash. This generation does not like cash, obviously. I'm sure that's been discussed ad nauseum. When they want to split a bill at a restaurant, they're more likely to use Venmo and, and even qsr. And certain categories in the past really were the cash king, so to speak, where consumers would really spend money, cash for their purchases. Now it's much easier to use Apple pay or even to pull out their credit card. And with the perks and rewards that are coming out right now for the use of credit cards. I see cash continuing to decline among this generation and I think it's going to go the way of handwriting eventually. It's funny, a couple years ago I was saying I think handwriting is going to be dead. And everyone fought me, no, handwriting is so sacred, it should still be taught. And they said, no, it shouldn't. Now I actually think typing is going to be dead because I think voice is going to actually take over typing. We'll get into that later. Side note, but point is, the change is happening and the rate of change is only accelerating. E stands for E Commerce. No industry is immune to the power of Amazon. It's funny, whenever a store goes out of business in New York City, one of three stores opens in its place. A chaser, bank of America, a bank, a Duane Reade or Starbucks. Why? Why are those the three things that open up? Because those are the things that you need right away. You need your cash right away. Although this generation, that might not be the case for much longer. You need your toiletries or cosmetic items right away and you need your coffee right away. I know I do. Right. But everything else that could be delivered later that night or the next day, you could just order it on Amazon and it'll drop right to your door. So that's really what's happening with retail, is that the near term need for these products just doesn't exist for consumers. And more and more products are shifting to E commerce. We work with a lot of CPGs who at first all they cared about was Walmart, Target, et cetera. But now even CPG products are being moved, durable items are being moved to Amazon. So if you are a company in the financial services industry, you need to make your company easily accessible and plug right into the E commerce buying process for consumers. If not for this generation, they're just not going to use your products anymore to finance their E commerce purchases because they they want to buy things instantly. And E commerce is just going to continue to grow and grow into almost every category. I'm sure you guys know about showrooming where somebody will go into a Best Buy and look at a product, take a picture of it and say, oh, I can get it cheaper on Amazon. I actually believe retailers in general, mostly, especially major cities like New York and Brooklyn, are going to be showrooms. Stocking inventory doesn't make sense. Tesla is a perfect example of that. They don't have a big lot with cars. They have one automobile in the middle of a major high traffic area where millennials live because that's the future. It's branding, it's retailtainment and they're actually bringing people in for lead gen. That's where I think retail is going to go to. F stands for financial aid. A good friend of mine, Adam Braun, who founded the amazing charity Pencil of Promise, just announced something called Mission U, which is a new take on college education. And the thought there is that first of all, college doesn't need to be place based. You don't need to spend, which is now $50,000 plus maybe 100 for some schools and college couple years from now a year to go to college. You can do online education, learning as long as there's some sort of meet up and connectivity on a monthly basis with people near you. But what's really amazing about Mission U and Adam's company is their tuition and finance model. There's no tuition, there's just a percentage of your future income that's taken out until you can actually afford the tuition. They also go to major companies like Warby Parker and Google and Microsoft and actually have them teach and sponsor classes. And they also commit to hiring people that come out of Mission utilization. And the people that go to Mission U are being taught things that you really need to understand moving forward. Because education in my opinion is so deeply broken. I speak at a lot of MBA classes, Ivy League classes, and I see the professor speak before I go out and talk to the students and even them are in some cases just so largely disconnected with what's really going on in business. So should kids go to college? Maybe, maybe not. A lot of kids who go to college rack up so much debt that when they get out it prevents them from doing what they went to college to begin with, which is to pursue their dreams. So if you can't afford it and if you're saddled with debt, and I don't know if you saw the recent legislation that's coming out in terms of not forgiving student debt as easily for students. With new education chair and new administration, it's going to be harder and harder for students to be able to get out. And there's companies like SOFI that are coming in and trying to redefine the college education or financial aid space. We'll see if they can do so. But this is something definitely keep an eye on because obviously financial aid is a huge part of your industry. G stands for gentrification. Don't shoot the messenger, but it's happening and we actually are in the gentrification capital of the world right Here in Brooklyn, where places like Bed Stuy, which were completely unsafe a couple years ago, are now swinging $2 million townhouses. It is happening because what's happening is this millennial generation does not want to leave the city. So they don't want to go out to the suburbs. They're staying in the city. And because of that, the livable boundaries of cities keep expanding and outward and outward and outward. It's not just happening here in New York with Brooklyn, it's happening in San Francisco with Oakland, it's happening in Wynwood with Miami, it's happening all over the country. And as the livable boundaries get pushed outward and outward, the notion of the blue collar inner city worker is getting flipped. The blue collar workers are getting pushed to the suburbs. Right? And that's why if you look at real estate costs here in Brooklyn, up 150% in the last 10 years in the suburbs, they're flattening out because the younger generation wants to be where the action is. They, they're on a 24 hour news cycle on their phone and they want to be in the center of the city. And the parks are getting nicer and the schools are getting better and the cities are getting safer. And this generation is wanting to stay in the city, which means gentrification is only going to continue. And these cities are going to push out and out, and pictures like this are going to replay over and over and over in major cities. H stands for home ownership. Because they want to stay in cities, they can't afford to buy homes because a one bedroom in New York City is over $1 million. And kids out of college or even kids that are 25 or 30 or maybe ever, will not be able to afford. They're okay with renting it. They're okay with the access over ownership of their homes. So what does that mean for the future of mortgage companies? What are companies financing? Are they financing trips to Coachella? Because that's what these kids are spending money on. They're not actually getting a mortgage. But home ownership is continuing to go down. When I moved to New York city back in 2003 or 2002, I couldn't buy a townhouse. You had to have Rockefeller money to buy a townhouse. But that's kind of what it's like now for people coming into the city now that want to buy studios, because the price has grown out now. And I think that rental is going to have to be sort of a part of life. So this dream of home ownership for a millennial generation that wants to stay in the city is largely out of reach. One thing that's happening in home ownership, there's these micro apartments that are being built. Kids are willing to live in 200 square foot boxes if they can buy a house and actually stay in the city. And San Francisco and New York, they're selling like crazy. I stand for Instagram. I don't care if you are the stodgiest oldest company in the world. You. If you're not on Instagram, you're going to be invisible to this generation. It is where their eyeballs are. They're not watching must see TV at 8 o' clock on NBC anymore like they used to in the 90s when they wanted to watch Seinfeld or Cheers. Brands are still so far behind on that. When they're in line at Starbucks, they're on Instagram. When they're at work, they're on Instagram. Some of them. When they're driving, they're on Instagram, unfortunately. So you need to be there. And the targetability that Instagram and Facebook have for any business. If you're B2B and you're selling to other banks or other financial institutions, you could target 50 people that will make your year. That will triple your bonus. If these 50 people you can get in front of those could be the only people you target on Facebook and Instagram. You could spend $100 on advertising and bring in a $10 billion deal. It's not spray and pray anymore. Let's target an 18 to 49 demographic. It's targeting Susie, who's 27 years old, that lives within 10 miles of Minnesota, that likes Beyonce and, and you could target that one person. That is incredible. So whether you are a user and you actually want to understand how this consumer acts and what they care about, or you're a business and you want to actually reach a consumer, you need to spend more time on Instagram. Facebook, because it is the operating layer of the Internet at this point. And it's by far the best way, especially right now, to reach consumers. And right now there's a massive arbitrage opportunity with video advertising on Facebook because right now the pricing hasn't caught up with the actual impact. And that used to be the case with regular advertising on Facebook. At one point it was the case with Google AdWords. This is the opportunity where you want to jump on and really understand it, go on Facebook ads, play around with it. It will make your career much better, trust me. Next is Jnalism is changing and journalism is important for Every industry, because journalism used to be the influencers. And now in this world of fake news, we don't really know who is a journalist and who isn't. Where are we getting our information from? The reality is that we're all journalists. You're all journalists of my presentation, and you're all going to either talk about it in a good way or you're not. But you guys are the journalists that can impact how I'm perceived. Journalism and traditional journalism, the cnn, New York Times, Breitbarts, whatever side that you're on, they are losing their impact because they're not fast enough and they're not relevant enough as normal people are. People are the new journalists. This isn't new news, but right now, it's more true than ever before. K stands for the Kardashians. You guys didn't think you would see this in the financial services conference. And I was at a conference a couple weeks ago that I keynoted in New York, and I said, the Kardashians have a bigger impact on media than the Beatles. And the hate that I got on social media was crazy. I do not want to see the Kardashians perform an acoustic version of Let It Be. Don't get me wrong, I'm not saying they're great musicians, okay? But what I am saying is, is the power and impact that they have wielded on the consumer and the results that they have created for the brands that have partnered with them is really unprecedented. They have built a reach that's over 1 billion people. And the way they did it is they started off with a reality show. The let young woman peer into their lives. Everything they're buying, everything they're going through, the relationships, their business. And then they went to Snapchat, even gave a deeper, voyeuristic view into their lives. Then when they want to shoot products, people were rooting for them. And when one of the Kardashians posts a beauty product on Facebook, the site that's selling it usually breaks down because it can't take the traffic. And they move shit. They sell stuff off the shelves. That is true influence. That word gets moved so many times over and over. And their model of basically building an audience that really cares about their lives and then taking it to social. And after you get people to care about you, then moving product at scale really is a new model. So every influencer should look to what these guys have done. And Kris Jenner is incredibly brilliant in terms of seeing the future and actually crafting this. And people laugh them off, et cetera. But you can't argue with the results that they're getting for Brands. L is LinkedIn. If you're a professional here and you want to build your professional career and you're not on LinkedIn, you need to, because it is the new, modern day Rolodex. I don't look at resumes anymore when I hire people. I've gotten burned too many times by then. But I will first go to LinkedIn so see who we know in common. Then I'll check out their social media and see what type of things they're into. I see what they create. But LinkedIn, like Facebook, these companies have created so much of a network effect that they're never going to go away. And if you're a B2B marketer, just like Facebook, the power, targetability, precision, ROI that you can get from LinkedIn is unbelievable. So it's been a ton of time here and this company's going to continue to do great things. We'll see what Microsoft's going to do with it, because that acquisition really hasn't taken hold yet in terms of how it's going to impact their strategy. But Microsoft is turning the corner and I have really high hopes for what they're going to do with it. M stands for marriage. Okay? People are swiping left and swiping right, but they're not getting married at the ages that they used to, which impacts home ownership. What impacts what brands should look at as the millennial mom consumers. I don't have the stat off my head, but the average age was around 25 years old, getting married in the 80s. Now it's around 30 years old, especially in major cities. Why? The female in the relationship is much more career driven than ever before. It's more expensive to live in cities, so getting married is obviously expensive. There's travel and experiences are much easier. So settling down isn't something that people want to do as much. And of course, the Tinder phenomenon doesn't hurt this trend as well. So I think marriage is going to continue to go later and later into people's lives, which is going to have a huge impact on the version of the American family when it starts again, when people settle down, when people start to have children, et cetera. And I think it's a huge trend to keep an eye on. N stands for Netflix or Netflix and chill for some of you guys, Millennials in the audience. But Netflix is really emblematic of where TVs going, where kids age 8 and 9 go up to TVs in Best Buy and they try to swipe the TV right? Because the reality is that you should be able to swipe a tv. The TV one day is going to be a giant iPad hanging on your wall. And, and in that world, NBC, abc, CBS and Fox will not exist. And young kids don't even know what those TV networks are right now. Because the fact is that those TV networks one day used to serve a purpose of curating. This is what should be on at 8 o' clock on Thursday night or distributing into your home. But 8 o' clock on Thursday night is not. When this generation watches TV, they want to watch it on their time, on demand. And they don't need NBC to curate what they should watch. All they need to do is talk to their friends and log into social. So I think the TV and computer are merging and, and it's going to have the same impact on the television industry as itunes had on the music industry, where one day you didn't see DVDs when you walked into Walmart anymore, right, because itunes started streaming. I think one day the upfronts in terms of buying television is going to be long gone. And you're going to buy Programmatic television, which means that Joe's Pizza can advertise during the Super bowl to 300 people that are within a mile of its location. You're just going to log in and upload your ad and run it just like you are on Facebook. And I think Facebook's going to serve that data, which is why I think they're going to be the first trillion dollar company. O stands for Open Folio, one of many companies out there that's really redefining the wealth management and investment space. I think big financial brokers, whether it be UBS or Goldman Sachs, whoever it may be, who really banked it, so to speak, with huge fees. That's going to change. This consumer is using Mint to track their finances and they're using tools like OpenFolio to invest. Robinhood is another great one, which brings down tremendously the price of buying and trading stocks. And automation and data is really going to take over the wealth management and investment space and it's really going to have a huge impact on Wall Street. This is something that's going to take time because again, this is really going to happen when the millennials get to be the point where they're 40, 50, 60 and they have the wealth that can really drive the industry. But it's something to keep an eye on. And these big companies like Goldman Sachs need to be jumping on this now. One thing that actually goes in the advantage of the investment companies is the mass deregulation of the Trump industry is really opening up the gates for financial companies to acquire fintech companies. In the past administration the regulation was too much that a lot of the big financial companies stayed away from these acquisitions. But with the deregulation, you're going to see more and more acquisitions of fintech companies. Peer to peer we talked about this earlier, but the peer to peer payment ecosystem is only continue to grow. You don't need to reach into your pocket anymore to to pay somebody cash. It's going to be integrated now into messenger platforms. Snapchat obviously is snapcash. Facebook messenger has integration. So it's really going to be everywhere. It's going to be so pervasive in terms of your ability to pay people on any platform that it's going to make less and less sense for this generation to reach in our pockets and grab cash. QR codes are making a comeback. Nobody understood what QR codes were and the reason why is that Apple never built a native QR reader into their actual phone. But now with Snapchat and Messenger building in QR codes so you could scan it and follow somebody, I think you're going to start to see a return of QR codes as packaging is really the new barcode. Retail talked about it earlier and there's a huge New York Times story last week. The trend in retail is only going to accelerate. These companies for this generation just don't make sense. And as the CFO of the household becomes the millennial, the they're going to be on Amazon prime. They're going to buy their groceries from Amazon. They're not going to visit these big box retailers. The shopping malls and the suburbs as the wealth starts to shift much more into the city are going to struggle and struggle and these shopping yards are going to become really retail graveyards. So I would not be opening a new retailer. The one interesting kind of counter trend in retail is the Warby Parkers and the Tom Shoes of the world and Amazon who built huge online empires. And now since they don't have the legacy infrastructure and cost are planning out their own retail locations in major cities and they can actually do it based with this generation of mine, which I think is really interesting. S is Snapchat. A year ago my outlook on Snapchat was way different. Obviously what Facebook and Instagram proved is that their functionality was highly duplicative. The main issues with Snapchat I think are first of all, they lack vanity metrics. So influencers monetize the amount of followers and likes that they get, but they can't show that off on a platform like Snapchat. And because of that, they're not putting a lot of emphasis in creating content there. And once that stops, I think you're going to see a big drain. And we're already obviously starting to see it with Snapchat and obviously their lack of targetability and metrics. For advertisers, it's super unclear for advertisers. Advertisers jumped on Facebook after they started being users of it because they understood it. And in a large part, that really hasn't existed yet. Sure, a lot of advertisers say, sure, I'll use Snapchat, but they really just use it as a test. It's not integrated to their lives like the way Facebook was when advertisers started buying Facebook. T stands for Touch. Touch is obviously something that's huge moving forward. It removes the login, it removes the ability for you to have to enter your credit card information. The credit card companies, this is a big, big deterrent to them because you could now enter any sort of. If you're a financial services company that's offering credit, your brand means a lot less because if you could somehow get your information into their phone connected to their touch, they're not pulling out a card anymore. So the logo on their credit card means a lot less if they're buying with Touch id. So the last mile in terms of Apple is really going to control things in terms of commerce because they can start to soon dictate what financial engine actually goes in there. So I think touch is going to continue to grow as long as the phone becomes something that people hold in their hands. I think the phone actually is going to be going away in five to 10 years. But that's a whole other presentation. U stands for Uber. We talked about this earlier, but the ubiquity and ease of Uber, combined with the cost of gas, tolls, parking, insurance of a car, especially in a major city, it just has been far outweighed. And this generation does not want to buy cars anymore as they stay in cities. And, you know, I think if I was an auto manufacturer, I'd be building for Uber because that's really my main customer and driver's list cars and all these things are going to be a reality. It's going to be interesting to see how that evolves. V stands for voice. If there's one thing I would Tell you guys all to buy coming out of this if you don't own it. Now is an Amazon Echo dot. How many people own that? Okay, so it's about 50. This side of the room's gotta get with the game. $50, you put it next to you, you tell it what time you want your alarm set, you order an Uber from it. It tells you about traffic, it tells you about the weather. It tells you a five minute NPR overview. Voice is the future. Apple's AirPods one day could very well be the phone. Anybody see the movie? Her amazing movie, right? So you didn't have to type in that. You just talked. And I think voice recognition is getting so good. That was the key at CES this year. Voice is going to impact so much. If I were Google, I'd be very scared of voice because if I'm talking into Siri and I'm asking it to give me a search, the Google brand doesn't mean a lot to me anymore. Right. Amazon could pick which provider delivers that search information because I'm not actually seeing a logo. I think voice is going to get bigger and bigger and bigger and one day voice is going to take over typing. You saw F8 with Zuckerberg saying that about augmented reality and actually overlaying things. Well, none of that has to do with looking at a phone. I think voice combined with augmented reality means that the phone five to ten years ago from now might not exist. Sounds crazy. I hope I can take this video and show you all that I was right. W stands for WeWork, another huge barometer showing that people are staying in cities. When I started my first agency, mry, I was working out of my bedroom and when somebody called, I'd be like, mry, nobody's Matt there. I'm like, one moment please. And I grabbed the phone, right? Because it was just me, right? I didn't have a receptionist. If I had to meet, I had to meet in somebody else's office. I had to fake it till I made it. But with WeWork, you could spend $150 and you could have a desk next to somebody else who's a coder next to somebody else who's a designer. And you could have the culture and the benefits of a great hip company like Google and WeWork. You can't fill these fast enough in major cities because the notion of an entrepreneur with tools like crowdfunding has been democratized. And because of that, it's accessible to a lot of people. And this young generation isn't pursuing full time jobs. They're pursuing gigs, and WeWork is the perfect house for that. X is experiences. Experiences is the new stuff. I did a panel last year for a financial services company with eight millennials, and I asked them what their favorite app was, and almost every one of them answered a question. Travel app. One of them said something called gtfo, which stands for get the flight out. And what that does is on a Friday, you search, you search. What's the furthest place I can go to for the cheapest amount of money? Oh, I can go to Budapest for 150. Let's roll. I guess we're going to Budapest. It's about traveling and a bucket list. And knocking off as many places as you can. Travel is so much more accessible. Kids, by the time they're 25, so many more have gone to Europe in places that most of us have ever been to, because it's that much more accessible. And that is what's interesting to them right now. Not saving up for the Toyota Camry. Why is my book Youth Nation? The book kind of goes into all these trends deeper and deeper and deeper. It's now been out for two years. The thing about a book is it gets dated. But a lot of these things still exist. But it might be time to write another one. But definitely check that out. And Z is for zebra. This was my hardest letter to pull off. And the notion of zebra is that they all look the same from far away, but the closer you get, you actually see the stripes are different. And that's really the notion of the millennial generation. It is not a monolithic generation. You cannot cover it with one insight or one idea. And with the data driven tools and the pinpoint accuracy that tools like Facebook and Instagram and LinkedIn provide right now, you don't have to anymore. So understand data, understand and talk to consumers, individuals, and understand where things are going. And I'm sure you guys will all kill it in the future. Future. Thanks so much for having me.