So create the content, focus on your clients' challenges and how they feel about those challenges, how you fix those challenges and how they're going to feel afterwards. Because that's what they're buying. They're buying that feeling that they're going to get when you've solved their problems. They're not buying your software, they're not buying your products, they're not buying your services, not buying you. They're buying the feeling that they want to get to when you've solved their problems, their KPIs are green and they've ticked the box at the end of your appraisal. That's what they want. Or when they've got their promotion because they're brought in the technology of the services that they've led to, the problems being solved.