right. ky buy this cup. i can buy this cup. but i might buy this one because of some connection that i have. >> well, sure. same example as the last one. i can say with reebok that the people who are spartan racers can recognize those shoes. i was at the gym. i saw the guy all the way across the gym had the same kind of shoe. oh, are you training for a spartan race. instant connection. passion is what drives the people to do what they're doing. there's that in all other kinds of parts of business. people who love to identify as i'm the type of person who are the easiest and best people to sell to if that's the project that you're working on. >> right. exactly. you know, they've already self-identified. this also has to do with your next point of let the buyer be the hero. i'm not telling you what to do. you're telling me zpl right. you make the buyer the hero. steve jobs said it. it fits 1,000 jobs in your pocket. you can be the deejay. making the buyer the hero. always tell the story about them. if you're making any kind of a product or service, make it about how successful they are. don't add that jerky sentence