There's a lot of marketing that says you want to create your unique value proposition, or your unique selling proposition, your USP or your UDP. And I think that this word unique is an almost impossible bar for any small business. Let's be honest guys, it's very few of you are truly unique in the product or service that you provide. What you are is you are uniquely yourself. And this is why we really promote the idea of the story of me and the origin story and your purpose and your why, because your business story, your deeply personal reasons for running your business are different than your competitions.