I have a nine-step process, but like a three-letter analogy for you to remember. But I want everybody to understand that relationships are not built and kept with one touchpoint. You don't go date your significant other, and then disappear for the rest of your life, and then expect that it's just going to maintain themselves. You have to water it. You have to nurture it. You have to build it. There are also going to be times in your life where you are in a relationship, in friendship, in romantic relationships, where things start to fizzle out. And you have to reengage them. You have to change your approach. You have to communicate differently. You have to reinvent yourself.  There are going to be times in life where relationships are no longer there. I might unfollow you. You might unfollow people at a very wise shaman when I was in Costa Rica, tell me one day I was really struggling with some friendships and letting go of some things in my life, but also re-engaging people that I really wanted in my life. And he looked me dead in the eye and he said, relationships only happen for a reason, a season or a lifetime. And it was something that really stuck with me. It stayed with me and it stayed with me for a long time. And so what I understand when it comes to relationships, especially in business and marketing as entrepreneurs, is that our job is to show up as consistently and congruently as possible. That is our duty. Our duty is to do that.  And most of the time I get phone calls like, Hey, my Instagram's not working. Or my email list is dead or, you know, this used to work and it didn't work. And the reason that happens most of the time is that we've become romantic about how we've done it. We want to check the box. We want to be like it's an easy thing to do. It's just how I'm going to check it the box. Checking boxes do not work in relationships. And marketing is a relationship. Marketing is a two-way value-based longterm relationship.  Now, when you think about that, It's really important to remember the principle is that I have to be here. If I'm going to be on social media, I have to be there. If I'm going to be on email, I have to be there. So you make a commitment to the consistency. Not, Oh, this tactic or, Oh, this strategy or, Oh, this is how I'm going to do it because that just sets you up to fail. You have to be able to reinvent yourself. You have to be able to adapt. You have to be able to match the current state of the world to match the current state of the platform or to match the current state of your customer.  And so there are going to be times where you are on social media or you are in your business, or you are with your team and things are flowing smooth. They're really easy. And they're just going. And then all of a sudden, it's going to feel like your break checked and your face smashes the windshield. And that's an opportunity. That's feedback. That's the feedback that something needs to shift that a change needs to be made. Not that I need to quit doing it.It's not a death sentence. It's not, I need to quit. It's I need to make adjustment relationships iterate over time, you grow your customers, grow your team grows your products grow. The world grows, and our job is to grow with them. And so if you ever find yourself in a situation where everything you've been doing is working then all sudden it's not, or your team used to have a really good culture and all of a sudden it doesn't, or your Instagram used to get a whole lot of engagement, and now it doesn't, or your emails used to get a whole lot of responses or clicks, and now it doesn't, that's amazing. That's a gift. That's feedback. That's an invitation for an adjustment. That's an invitation to explore.  What were you doing that was working that you need to continue doing? What were you doing that was not working and what are you going to do differently? And are you committing to the principle that I'm going to show up consistently and congruen