 but it's not more effective. And you're going to have to go old school. And the old school play, I wrote a book, I'm going to actually give it to you as a gift here when we're finished. It's called The Proximity Principle, and it basically is this simple formula. The right people plus the right places equals opportunity. That's the formula. In other words, if I keep meeting the right people, i.e. people that are in marketing,