there's another example in the book of a beer company. now, these guys came from no, where a couple of rogue fellows who wanted to start a crown identity. and they called them equity punks and they were part of this rebel jo rebellious brand and they turned it into a massive thing. >> how did they get the crowd there? once they got the $30 million and they have all these an board thigh can do something cool with them but how do you get through with them? >> everyone is asking you toeb a crowd of a part in some way. >> everyone's trying to be authentic with you. so this has been true of business forever.