totally. There was this time where I had to really um draw a line in the sand with my team that we have to focus on our work. Our work needs to be the best example of what we preach. We should be. Any time we were talking about the client we need to go here. Let me show you an example And show our work as the example. But that was a, it took maybe 6-9 months to get my team to. I don't know what do you think it's a confidence issue where you you doubt yourself that you can do it on your own? What is it? I think it's that I also think um it's the tension that so many business owners have which is why would I I think it's a subconscious thing, why would I invest, why would I spend time doing stuff for me when I could be doing stuff in more direct sales and client work that gets me paid. So I think I think a lot of it is a revenue tension of, we may not, we don't necessarily feel like the investment making from retirement and energy and sometimes a financial perspective is really going to pay off and we, when we think about all of the things we have to get done, it's then it's this proposal, we gotta do this for a client, we got to send this. I mean, it's it's getting, I think it's getting clarity on, okay, maybe I need to delegate more things out, for example, so I can then go focus on this. Um, I think it's really, it's the, it's the ongoing pressure that entrepreneurs face of. I've always got to do stuff that help, you know, get paid right, the mortgage due rents do payrolls, do all that stuff. And I'm reading a book right now by a guy named Marcus shared and called, they ask you answer and he uh, I don't know if you've heard him, I heard his story in his book, but he talks about this idea, this idea. And he used to, he got started working at a pool dealership in roanoke Virginia and you know, they sell and install pool swimming pools On about 2008 when the market tanked everybody, nobody was buying a swimming pool, particularly Virginia time. So somewhere he started hearing about hubspot, which I know you all are a big partner with hubspot. Um, and he's, he invests started investing in inbound marketing and he thought it was crazy at first like why are we writing articles on our website about swimming pools? Right. That seems like a crazy investment. We should be making sales calls and doing direct marketing all this Well over time. It has just paid off in the millions of dollars over the last decade. I mean, if they can attribute literally millions of dollars to some articles they have written 10 years ago and it's it's it's a the ongoing tension I think about your membership is excuse me, you're having to constantly shift gears for a short game and long game investing in yourself and in your company and in content and you're not marketing, particularly in a certain kind of service world that we're in. Knowledge work, It's a long play. And so it's having to shift gears from, what are we doing over the long term, how we're gonna survive the short term. How do we, how do we do things today? They get bring clients 36 12, 9, 12 months down the road. And then how do we finish this deliverable? So we can send this invoice today, Right, that kind of thing. I mean, it's just this ongoing tension that you're constantly having to shift gears and for most small business, like you said, where everybody on the team, to a degree is a generalist. That's those switches can be exhausting because you constantly have to switch modes, which perspectives, which ideas, which its strategy, everything to go from long term, short term. And it can be relentless.