business forever. that's not a new dynamic. the question, what are they getting right? we think there are three questions. great product. the second thing is authenticity, this idea of purpose. things that have a real purpose to them. what supercharges product is participation. the bit people get right is not just making you feel authentic and good, it's not just a good product, you are genuinely a part of doing something. if you go into crowd funding and treat people like a cash register, give me money. you are going to get nowhere. if you make it part of your cause in a way they have to contribute, that's what moves the needle. >> people will actually pay more to take part. you know, we call it in the book, the participation premium. we have documented these examples of people. those guys who raise money, brew dog, they got a higher evaluation from the crowd. >> it's interesting, if you