It's Monday. If you're listening to this when the episode dropped, but either way, it's another Monday minute and I'm going to make this one really short because all Monday minutes are sure, but this one is how to make your competitors irrelevant. And I probably said that in the intro really quickly, but let me give you context.I can't control what your competitors do, but I can control what you do. And one of the things I say is I help people ethically build and scale their companies by out carrying the competition. And when was the last time that a customer had a horrible experience and recommended a company? Not that often, but when was the last time a customer had an amazing experience and stay with that customer, stay with that company, stayed loyal, did all those pieces all the time.And so the way that I say that you can make competitors irrelevant is by out carrying them. So for example, let's say they. I have an Instagram and all they do is post, but they never respond to their customers. Great. Go respond to their customers. You don't have to tell them to come buy your product, but if you answer their questions, they're going to like you more. That's a really extreme example, but I say. You can't make them all irrelevant cause sometimes it's a kick in the pants and they'll come, navigate the customers more. They'll come respond to the customers more. They'll come love the customers, but most time they won't, but that's a perfect example.I'm going to give you a couple examples of what you do, but here's what I want you to do to remember. You can easily make your competitors have relevant by going deep because a lot of the times, even in our own lives, we'll have products that might be inferior to a new product that came out. But because of the endowment, as Jonah Berger calls it, that we have with the current company based on a lot of inputs, like the time we've been using it, how hard it would be to change, but also the depth of our relationship with that brand or that product determines whether we jumped ship for the better product, or we keep using the one we have because of the loyalty we have with that brand.And so think about all the ways in which you can connect with customers. Let me ask you a question. When was the last time you looked in your account, when somebody bought from you, bought one of your courses, bought one of your products and you picked up the phone and you called them and you just said, Hey, thanks. I want to introduce myself. I'm the founder of the company and you just bought. And I just wanted to reach out personally and say, thank you, or use Bonjuro and send them a video. When was the last time you jumped on that call and you asked them a question about them, their life, their family? When was the last time you had your customer service department?When somebody called ask them details to collect information, like we have notes in some of the companies I work with when somebody calls and the cabin calling the, hear a dog in the background, and they'd be like, Oh, do you have a dog? I'm like, yeah, what kind? And they'll write it down in the CRM, the customer relationship software that we use. And then we'll send a thank you note in the mail. And we're like, Oh my God, I hope Fido enjoys these treats and sentences there. You can ask them questions like people buy from, you use your email, use your Bonjuro, use your social media. Don't just respond to their comments, go deeper. So I'm like, Oh my God, I love this. But Oh, that's amazing. What are your goals for 2020? What's one of your favorite hobbies or you slide into their DMS, but your job is to always go one step deeper than your competitors do. And there is a absolute guarantee that you win that game for all the right reasons for all the right customers. But like when you take the time to connect, don't connect where everybody else connect everywhere, right? People are so used to buying and getting an email receipt, send them a video me