I played high school basketball and, one of the things I thought the coach did phenomenally well was, he rarely would reward high scorers. But he'd always reward high assists. And I think that's, continuing with our sports analogy. That's probably about right. Everybody wants to score and needs to score is going to score a great, good for you, pat on your back, but like the assist man, that's a tough skill to cultivate, but when you cultivate it, you become the most valuable person on the team because now. we've moved from football to basketball, but you just took yourself from being one entity that can score to five entities that can score, or can position for a score. And if you apply that to business, goodness, I'm thinking right now about the people on my team, the people that are good with the assist, like Yvonne, my CTO started out as my EA, he's the best on the assist. I could do this right now, I would do a thought experiment where I just drop a random problem into Slack. He'll be the first one like I'm on it. It's not even his problem, his job, his department, just, I'm on it. Love those people. Like that. I do too. That's the epitome of initiative. For me, which is one of our five core values. if you could have a team full of him, they're out there. They really are. Like, it, that's one, not in the way that he does it exactly the way that he does. Everybody does it a little bit differently, which is, makes us all interesting as humans, But the point is. That's a great example of what we're talking about here. And he also knows that when he does that, he's probably going to get positively reinforced. Somebody's going to say something to him and attaboy, like we have a whole channel around him. I'm brutally mean to him. Yeah. And no compliments. I just, yeah. Nothing but vitriol and hatred. Somebody's nice to him. I know. It's funny, man. He's become one of my best friends. it's weird how that happens. It does evolve. one of his other lines is, this is another one. it's in your best interest that we succeed. It's in my best interest that you succeed. We actually really want the same thing. And when I'm hiring folks, I say, listen, Like if what tier 11 offers you is in alignment with what you want, if it's perfectly in alignment, we have a match here because what you want is the same thing that we want. We want the same thing. So we're united in that goal of getting the company, obviously, to that next level of success and success for our customers equals helping them achieve their vision. But in so doing, it helps you achieve your professional goals and your personal goals. that's nirvana in the working world. whenever we interview something, like I'm the last person that does the interviews and that is my line. Cause I have to find out like, what is it that just makes you tick? what do you love doing? What could you do all day? what just lights you up about this industry? Tell me what it is. And then I, what I try to do is align that with, you can take that thing that you love. And if that overlaps perfectly with what we're trying to do here, this is a good match. And if they have all the other five core characteristics, ultimately that's going to be a successful working relationship. one of the things that, he does say, and I'll leave you on this in the second, part of this, on confrontation is healthy is that. and I've seen a lot of documentaries on parcel. I just love parcels first off. He's funny, no, he's a Jersey guy, not Massachusetts guy, I didn't know that was a epic battle. That was raging thing there. Although I've got a lot of friends in New Jersey actually. he says one of the biggest things when players come back to him 10 years after their playing career, they say the one thing that they remember most about him is this, that one line is. When he said, I think you're better than you think you are. And they say that motivated me more than anything else. And they thank him for that. I think as a manager, that's a pretty powerful statement. If you don't think that about your people, if you literally think like you're lying to your people and saying that you probably have the wrong person on the bus. Isn't that interesting? I guess that means that nobody reaches their potential without some motivation, some encouragement. they say the best people don't need to be led, managed, or motivated. Best people need to be pushed. I was gonna say, I don't think I've ever seen that. I think it's an archetypal truth, dude. Luke needed Obi Wan. Rocky needed that weird old man in the corner. What was his name? Nick. No. Yeah. Was that it? Yeah. you can't just No, yeah. I think Nick is right. But you couldn't have Rocky just wake up and be like, I'm gonna get in shape now. You need that just, what would you call it? It's almost paternal in nature guide. Yeah. You need the guide. You need a guide. I always just say that like when I ran the regional sales division for fat corporate 500 companies that spend the most time with your best people. I'm going to send it, spend all the time with my worst performer. So that's the worst thing you can do. Like you need to figure out a way to, if they're your worst performers, what is it? Is it training issue or is it a them issue? You need to ask yourself that question, but spend most of the time with your best people because they're the ones. You want to model success and see what they're doing so that you can teach others first off. But secondly, they're the ones who need a coach. Like even though tiger woods isn't at the top of golf all the time, the big expression way back in the nineties was, Hey, even tiger woods as a swing coach, like even, Albert pool holes who won eight MVPs had a hitting coach. name any great performer like Aaron Rogers has a quarterback's coach, so did Tom Brady. The point is everybody needs a coach and at the higher level, it's a tiny little incremental differences. I have a coach, I have a business coach. You have a coach, you have mentors, and you have people that help you at a higher level, get to that next level. do you need it as motivation? No. Does it help you get to the next level of performance when you have that kind of input from an individual, and Parcells does this extremely well? Yes. He was coaching probably the greatest linebacker of all time, Lawrence Taylor, was not Willie McGinnis. Sorry, Patriots fans, but Lawrence Taylor and even Lawrence Taylor needed motivation. And that's what Parcells did. It's Oh, you got 14 sacks. Oh, you missed that one. the Seattle game back in October because you did, the swim move and you should have gone on the inside. You went to the outside and it's like that's how he would do it. cause LT was just this super competitive guy. So yes, everybody needs it. do they get it a lot of times? No, but I do think that's the difference between a high level performance and a superior level of performance when it comes to your team. And when it comes to us, a hundred percent. I think it's worthy of mentioning here because a lot of the people we're talking to are, they're not necessarily at the top. I sold my agency. I'm no longer at the top. I'm in the middle. And so what we're talking about, me dispelling should also be the thing that I expect. and maybe even ask for, it's Hey, I need some radical candor for my own improvement opportunities. What can I do better? you're going to be entering a new stage of your career, right? like you're already starting to lay the groundwork for that. it's going to be in this space. you've gotten, you've checked that box of, Hey, I've sold my agency. That's a pretty big box to check. Not many people get to that point. Not many people get to build a multimillion dollar company. it's like less than one half of 1 percent get to 5 million and then 10 million. It's like 0. 001%. I forget what the percentages are. It's a very small portion. And then to sell it. Like you're in rarefied air. So what's that next step? Is it going to be like a Greg Smith is going to get you to the next stage or another type of mentor? I know you're part of all these groups, but it's every stage you need somebody to push you to that next level.