Investment. >> one of the three most important things investors look for in companies, what are their hot buttons. >> value, return, exit. that's it. everything else, every other discussion you have with an investor, they might say love your passion, love your product. the only thing they're thinking is this valuable? am i going to get a return and how do i get out? that's not to say that you can't make a case for the value of your business because you're passionately involved and it's a wonderful product. bear in mind that's what they want, value, return, exit. >> what do you think about trac...