 Or the business that you work for. Oh, 100%. I mean, it can be the difference of if somebody even becomes your client or if they come back again or if they're just going to go to somebody else down the road because they didn't like how you talked to them. And let me tell you, it can happen that fast. They can say, okay, thank you. And it'll be something so little you didn't even realize you did it sometimes. Yes. I mean, because I have reflected in my past. And I was like,