We're complex human beings and that's a little bit of the mystery of marketing. It's really not mysterious. It tend to be very data driven around systems and getting a message out to people and where to spend time and a question I often get asked like, oh, I have to be on social media blah, blah, blah. Now I need to go on this platform, this platform, and I'm like, oh, hell spells. Now you don't pick one. I'll say conquer it, get good, get comfortable, whatever. Make sure it's where your people are and then maybe expands. In today's noisy world from the communications standpoint, I think clarity is a gift. Some of the points in my life. It's a gift when you do your own, I'm going to say brand, brand positioning and message.