Good morning. Good afternoon, good evening. Or if it's where I'm recording, it's evening. We're going to talk about these suicidal mistake  and I say this very gravely because I don't want you to make this mistake. Now what I'm going to talk about is the mistakes that I see companies, entrepreneurs, business owners, and people make when it comes to creating products, whether physical products or digital products. And my first note that I've written in my notes is. Almost all of the offers I see suck and they suck for a multitude of reasons and I'm going to list some of them. And so as I go through this, what I want you to do is be taking your own notes and basically making a not to do list, like don't do these things on the inverse. Focus on what you want to be doing. First one. I watch people overthink products all the time and remember that if you're overthinking a product. You're not creating it or selling it, which means your customers are waiting to be led by the wrong people to the wrong promise land and not you. So listen, MVPs, minimum viable products there a thing. It doesn't mean they're less valuable. It doesn't mean that they're not as good. It doesn't mean that they're less beautiful or less functional. It means that all the best products in the world are consistently editable. Like iterative, right? Like we make them better. We make them better. And so the mistake is I watch entrepreneurs move the starting line, right? Like I'm about to go and that's all self-sabotage, all of it, right? Every movie. Gets bloopers. Every book has edits that have to be done. They ship the product because the content is the message, not the perfection of it. Right? Having people use the product, giving customers something to be a part of. So stop moving the finish line. Next mistake. Not being passionate about what you're doing. Just because you know something doesn't mean you're going to be good at helping other people know that thing. Because if you hate your 9 to 5 and your an accountant, teaching people bookkeeping with this lackadaisical energy of  isn't going to work. Sales is about energy. Community is about energy. Enrolling people into their vision is about energy. And so if you hate what you do or you don't enjoy what you do, you're not going to be able to sell it nor help your customers or potential customers achieve that goal because you're going to look like a sad puppy and they're not going to be able to trust you because they don't feel excited. And all buying happens in an emotional state. And so you need to be able to hold space and bring energy and be excited and shine light to get people excited. And as I even move in my chair and I go out of focus for a minute to get people excited about your product and what you're going to offer and sell, come back. There we go. Now my face is back. See, I get a little too excited. I even break the camera. Next mistake. You are not your customer. I watch so many people make products for themselves because they don't know their customers. Now we like to think that we are our customers. We like to think that we're like our customers, but the truth is, is that if we were, they would all be entrepreneurs or we would be buying somebody else's product. See, we're not like our customers. We might think the same or feel the same, but where a few steps further in our journey. And so if you create a product for you, you're creating a product for somebody in their after state. But the truth is, is that you need to be creating for a product for somebody that was in your before state, which is potentially who your customer is. So make sure you know your customer. And I mean know them not. It's a single mom that drives a minivan. And I cover this in this course. And in everything you hear me saying, you have to know your customer. You have to know their before state. You have to know their objections, you have to know where you want them to go so that you can create a product to bridge the g