You've got a prospect pool that is constantly depleting as people move from their prospect journey to their buyer journey. This is why it's so important to capture leads when you're driving traffic to your website. When you're running ads through your SEO, when you're leading people to your lighting pages or your website, you've got to make sure that you capture them as leads. And so that way you have a constantly replenishing pool of leads that you can then convert into clients. And that's really your first goal, right? Lead capture strategy. And as these people move along from 0x to 1x to 2x, you'll notice that the pool gets smaller and smaller.