let's start with the way you track things. you cannot fix what you don't track. >> we don't live by revenue alone. revenue is a result of two things. how many people walk through the door, call, click through and how much they spend. >> yep. >> and how often they come back. it is new customer programs, frequency programs and spend programs. if i have less people that spend more, i can make more money. if i have less transactions, that's one problem. if i have many transactions with low sales, that's another problem, j.j. you go at them very differently. >> when you are taking your numbers, coming in and looking at your numbers, you say, rightly so. look at total revenue and revenue per customer. >> yes. let me give you an example. i know a business that increased their prices by 6% this year. their guest counts went down by 4%. they are claiming they grew their business by 2%. they lost 4% of their customer