but after they talk about it there's time to milk the purple cow and use that cash cow to pay for the next thing you're going to launch. so that's the magic, for example. the book publishing business is the catcher in the reye pays the bills year after year which lets them do fifty shades of grey which is speculative. so this notion that your current business ought to be funding the next innovative thing that you do is part of the bootstrapper mind-set is that the reason you're doing this is not to buy yourself a job, right? not some sandwich franchise where every day you're making the same ham and cheese. that's not the goal. if you want to do that go make ham and cheese sandwiches. the goal is how do you make a ruckus and self-fund so you can make another ruckus tomorrow. >> what's interesting about that is you talk about being an underdog. when you are an underdog you're actually in a position of power because people are rooting for you, right? >> that's right. >> and i thought at first how are you an underdog if you're successful. but you actually can be if you use your success to fund something where you're the underdog. >> exactly. >> every example is apple or