So talk to me about that stair step of growth for agency owners that are listening here. I think a lot of them are sort of stuck at individual levels. Like it's always, I don't know who said it, but it's every time you three X, you basically everything breaks if not in and around that point. So zero to a hundred thousand to 300, 000 to a million it just goes on from there. One of the things that. I think a lot of agency owners really struggle with is that CX component is that customer satisfaction component? And where do you double down on that in that evolution of growth? Which is a challenge because this is a service based business. And, going back to Customs original premise, which is obviously not accurate based upon your success and the success of the Baines of the world. And the McKinsey's of the world is that service businesses can't scale because you always have that CX component. So talk to me about each individual step, like where your challenges were, if you can remember that far back, it was CX always a component. Of it, or did you wait it more in one stage of growth versus another? And how did you navigate through that? I would say we you always need to do good work people ask, like, why is Hawkins so successful? It's because frankly, 99 percent of marketers have no idea what they're doing, and so it's not hard to, compete with a bunch of charlatans, when people come in and work with us, they're like, Oh, wow. You actually deliver what you say you're going to the fact that's a novel idea is crazy, when I talk to a lot of the new agency owners, a lot of times they don't actually know anything about marketing. There's no barrier to entry to start an agency. They see a Tai Lopez video and they go, Oh, I can start one too. And then they see, we talked about this before getting on, but like someone driving a Lamborghini and talking about their agency. And it's Oh, that could be me. I was like Whoa, Whoa. You forgot the key ingredient here. You need to actually know what you're doing in marketing. That's important. I know that there's no barrier. It's crazy to me that need a license to cut hair or actually deliver milk in the U S but you don't need a license to manage half a billion dollars in marketing budgets. It's absurd to me, but here we are. That has been one of the biggest challenges. And that's where I see a lot of agencies struggle. That's number one. It's like you're churning through clients because you're not doing good work and you can only keep up so fast. At some point you hit. You can only bring in so much business and you're losing it all the back door and you hit this, equilibrium where you can't grow the business your sales can't keep up with your churn and that is a rough business to run. And that's why you see a lot of burnout and agency owners. You see a lot of plateaus like that's number one, if you're not able to keep your business now, that being said, we deal with churn too, because we also work with small and medium businesses that they, by nature are all over the place. And so regardless of how well we're doing a lot of times, small and medium businesses. Are shifting. So if that's, let's assume you're doing good work and that's, table stakes, the next piece is having that sales funnel to replace that business and to keep growing. And I'd say that's an important piece that I know we've really nailed in terms of we've been able to grow a lot because we're able to, drink our own punch. Turns out we know how to do marketing. So we market ourselves and it works. And then the last piece of that I think people miss is the margins. lot of people don't understand the importance of having decent margins on your agency so that you can reinvest in marketing sales so that you can invest in the future so that you can invest in growth and hire people and have some bandwidth because a lot of people don't think about that ahead of time and they end up a slave to their own business because they're paying their people way too much. Like we saw it in the Rick great resignation. We refused to pay these rates that we were getting competitors paying because we knew it didn't pencil for the business. We're like, Hey, if I get it, if you're going to make three times as much money in another company, go hope it cope. It lasts six months and you've got a year and a half of pay. Like I get it, leave, but we're not going to match that. we have our MNA side. We look at hundreds of agencies books throughout the year, if not thousands. And there are a lot that ended up giving these raises and promotions and paying people too much. Now they can't run a profitable agency because there's no way that they can charge clients enough to then build that person out enough to actually make any money. And so margins, marketing, and client retention, I'd say, are the three. Now, client retention, again, servicing them well and communicating with them well are the two biggest things. Communication, I think, actually trumps actually doing good marketing. If you're good at communicating and aligning and talking to your clients, you'll keep them longer. We've seen this in the data constantly. If we're good at communicating and talking to our clients, they're going to stay a lot longer regardless of performance. And so that's key there. And then if you go over those three things, I think you're actually going to be doing all right. Y'all, this is maybe the most important thing that's ever been said on perpetual traffic. Hey, so if you're listening to this and you're an agency owner, honestly, if you're a business owner, stop the car, pull over, write this down. Communication is more important than good marketing. communication is more important than deliverable, and I've seen this too. My biggest fail point in early stage at Google Ads, we were phenomenal. We crushed life. But we spent so much time, we're deep, dark, cave dwelling, nocturnal, over caffeinated engineers that like to work at night. And so we're sitting there really doing the work, but not telling the client we were doing the work, and the client was always pissy with us. And then we got really good at communication, and they preferred that to the good work. I can do C minus work and good communication and rather have that than A plus work and B minus communication. It's so critical. Build that into the fabric and ethos of your business. It's important to understand as human nature, we use logic to justify emotions. If I feel good about you, I'm going to find a reason why I want to keep working with you. If I don't feel good about you, I'm going to find a reason why I shouldn't be working with you. And so making sure you like the communication side plays to that emotion. Why are people hiring you? Because they don't want to manage this. It's a bandwidth or expertise thing. They either need bandwidth because they don't have enough time to manage all their marketing, even if they're an expert, or they need expertise because they're not an expert. So one way or another, you need to satiate that desire to be like, I need help. And so they need to feel like you're that one, that you're better at doing this than they are. You have taken this off their plate. And you are the expert and you are helping them save time. And if you don't fulfill that, you're out and they're going to find a reason to be out. Dude. That's another writer downer. Agencies are banned with your expertise. That's it. Or actually we always talk about bandwidth expertise or a punching bag. Some people just want to hire someone to yell at. that's a little bit of expertise though. I need you to know how to take a punch. Yeah. Touche. That's fine. That it's even if you're not getting the success, it's having the enthusiasm. And the idea is to say, all right we tried this didn't work, but here's what we're going to do next because we actually care. And it's like the thing that ends up being the real linchpin for retention is that these guys just give a shit, like they actually care about what it is that I'm doing. Here. you can infuse that in your smaller agency, that's one of the keys to successes is what I'm hearing. How do you do that, Eric? What specific systems do you have in place to process size communications? There's something like that at Hawk, or is it just I hire smart people that know how to do this? No, we have a ton of process to it. And we have a whole AI system that monitors our client communications and flags. When we flag correlations between when we lose clients and what the communication was like, and so that we can actually say for example, we thought apologies would be a bad sign. If we're saying, I'm sorry, and our communication will ship, we screwed up. And so we monitored all these apologies that were going out and then we monitored how the clients retained and we found actually apologizing did the opposite. When we take ownership and apologize, clients were like, Oh, you actually took ownership and we can trust you because you actually. Owned it that actually had a positive effect on the relationship, even though we were apologizing because we made a mistake or something happened, the fact that we just apologized actually retained clients better, even though we thought it'd have the opposite effect, which meant, so we're apologizing. We did something wrong. We're going to lose a client. It was the opposite. So it's things like that we actually monitor using AI now that allows us to actually See what is causing us to lose clients and your tech, or is that something we can go by? I don't know if it's public yet. I can't share it yet, but it's a friend of my co founders that we installed and it's pretty cool tech. It's not being used much in the agency world, but if I can, I'll follow up with that. Dude. We'll pimp it out all to death cause I'd be the very first public customer. That sounds amazing. It's not even sentiment analysis because not giving us a dashboard of here's all the sentiment of your clients. It's literally like these things were said heads up or when we set up all the triggers. So like we haven't responded to a client in 24 hours is a trigger which we know is kryptonite. We're not responsive game over. And so now we have a trigger to let us know if an email is et cetera that then pings the person goes, Hey, heads up. Yeah. This person hasn't been responding to you need to get on top of