Welcome back to another episode of the mind of George show. Today is a winning Wednesday episode. And you know what I'm doing right now, I'm cleaning chocolate covered almonds out of my teeth. And  I have a low level confession right now, super low, a confession. We were just in Miami, my wife was having surgery and the surgeon that we needed, like one of the best in the world was there, that doesn't add to the story whatever, that's just why we're in Miami. And I used Instacart and Uber eats all the time and I found out in Miami that Uber eats delivered 711. I was lazy. I didn't feel like sitting in Miami traffic. So I always use Uber eats to get water and snacks and everything else delivered. And legit, I was scrolling through 711 menu inside of it, which when it's 11:00 PM after flying across the country and you're hungry is dangerous. It's like window shopping, snack food, so pretty, and all the images of there. And I look better and for whatever reason, I don't feel as guilty when I'm doing it in Uber eats as I do when I do it in the store.  And so I come across these dark chocolate covered almonds. I'm going to get these I'll have like three of them. So I get these dark chocolate covered almonds delivered and they're  711 brand, like legit 711 makes dark chocolate covered almonds. And these things are low key, the best dark chocolate covered almonds I've ever had. And I like, kind of became addicted to that and it happened to coincide, but the day that I finished the 75 hard challenge with Andy Frisella and I'm not cheating anything, like I hate these things and they were so good.I finished the challenge did great. And I was like, I'm going to have some dark chocolate almonds. And, you know, luckily my wife was there to share the glory with me, so I didn't need the whole bag by myself, but then I kind of like became hooked. And so before we left Miami, I got more dark, dark chocolate, covered almonds to bring home with me. And I'm sitting here at my desk about to record this podcast and I just taught myself mindlessly finishing a bag. And I mean, an entire bag of 7111 dark chocolate covered almonds, which is like a tongue twister, but that's my whole story. And that's my confession.And today we're going to talk about captain's assessments. We're going to talk about people or you're talking about avatars. We're gonna talk about what matters when it comes to knowing our customers. And this is something that I love talking about and I love getting fired up about I've been on stage and in Q and A's and keynotes. And I've sworn about this one, I've been on podcast and I've dropped out bombs. And I was like, nobody gives a shit that your customer drives the minivan and it has two kids. Like I get angry about this because the things that people teach when it comes to knowing your customers are bullshit and you can't know transactional things and expect transformation results.And the truth is that a lot of people teach crap because they don't have the empathy or compassion required to actually understand their customer and make a difference in their lives. And so I decided that I was going to teach this in full nautical themes since we use lighthouses for everything.And I was going to study this customer journey and I've spent the last 10 years studying this customer journey. And like I legitimately obsess and I mean, I obsess about customer journey, understanding the customer. And when you sit here and listen to this, like when you are in our world, I want you to feel like, how did he know what I was thinking? Did he read my mind? Like, how did he know I felt that way? I didn't even feel that way. It's like, he knew where I needed to go and knew where I wanted to go, but I never told him where I wanted to go. And the truth is that it's not difficult to know those things or to see those things. It just requires us to pay attention and to know exactly what we're looking for.So for years, people have taught avatar. Do your avatar.