And we are back back at it's not like a go anywhere. I'm just really excited today. I woke up with this zest for life and I think I'm about to sneeze in a minute. So don't say, bless you or else they're going, I'll say, bless you. Maybe it'll go away. Bless me. I don't know if it's going away, but either way I woke up with zest for life today and I was super excited to record this podcast.I'm just finished an amazing weekend. Awesome family time. Getting ready for Halloween with a four year old and a 15 year old is absolutely amazing. And my son turns four next, in two weeks. And I have to say that he is like a comedian. He is just like a walking standup comic and it is absolutely beautiful to witness and it's hilarious and I love it. And his ways that he says things and what he does, it just makes my heart happy. So I'm just really happy today. Rocking the pink sweatshirt, drinking my greens, have my cup of coffee and I'm ready to talk about. How to sell without selling. And I think this is one of the most important topics to cover. And also probably one of the biggest lessons that I've learned in my career as an entrepreneur. I don't even like calling myself an entrepreneur anymore. I actually think. Tangent. I think the label entrepreneur carries away too many negative connotations right now. Like I've seen this perpetuation of like the hustle cycle and hustle harder and work harder, which in my mind translates to being disconnected, spending less time living the life that you're trying to build and spending less time with the things that actually matter because equity and wealth and capital. Isn't just money. It's not just a piece of paper. Relationships are the best equity and best capital that we could have. Alone time, presence, people, memories, laughter joy. And so Mike Michalowicz says this in one of his books and he says, you've got to stop calling yourself an entrepreneur and start calling yourself a shareholder.And I love the. The shift that happens in the brain. When you do that, I love the shift when it goes from, Oh, I have to work harder, harder, harder, harder, cause I'm a shareholder. This is a business. I put certain inputs in. I get outputs. If I don't like those outputs, I change the inputs or the process, but it's not about hustling more and hustling harder.And I think the same thing needs to be talked about with selling. There's this thing it's like sell more, sell harder, give them back doors, be the hardcore don't close their back doors. Be the hardcore closer like blah, blah, blah, blah, blah, blah, blah. But really what is selling? Selling is serving. Selling is serving. Now imagine this you're walking through the shopping mall and you're walking through the mall and every time you're walking down the middle aisle back when malls were popular, there would always be people, Hey, try my hairdryer. Hey, try my makeup. Hey, sign up for this brochure signer for this brochure. And we ignore them every time. We'll be walking through the streets of New York city in times square. And if you want to collect flyers for a living walk through times square, but you'll go walking through times square and in a five block radius, you'll be offered 25 flyers.And normally it's for, you know, some inappropriate things, some club, if you're in Vegas. Vegas, it's all for the guns. They're like come to this machine gun range, come to this, come to this. But it's like forced upon you and forced upon you and forced upon you. Go to the airport. You're walking through the airport at the terminals. They have people selling credit cards, right? Sign up for this, get this many miles, get this many miles, get this many miles. They heck they used to do it on the airlines, which drove me. Absolutely nuts. But all of it is just like shoving it down our throats. They have no idea of our intent. No idea of our interests. No idea if we even want to. And so what it is, it's a very aggressive shotgun blast. A very, very aggressive shotgu