entrepreneur and investor scott gerfain of socket. you just sold a business. so congratulations to both of you. we are getting advice from two successful people today. >> the top tip is the zero marketing strategy. it is just saying no to save your business and to get what you really want. so if you think about yourself, you have principles, you have values. things that are like a moral compass you don't go against. you build the same attributes to your business. as you build your business and things start to unfold, you go to the market, you encounter all sorts of situations, right? all of a sudden the margin structure doesn't allow you to do it properly. the valuation is way too low. those types of things. it is that moment where you have to stop and say, you know, no, this is against my plan. and if i go forward, my entire plan is going to fall apart.