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And that the President Elect talked about a system where for every new regulation comes in, two have to go away. Im not sure how that works. But something along those lines where new regulations have to be counter weighted with reduction in the overall Regulatory Burden on small companies. Weve seen happen many times a regulation gets put into place and nobodys thought about how its going to affect the Small Business owner. I it may make sense for big business but Small Business gets talking up. You have to have institutional reform so that you force government to do this. Sunsetting regulatio...

Professional sense. so show them in a way that's more modern. so that they'll actually -- it will actually resonate. >> so they can relate. also you talked about, we use the word authentic, everyone does. authentic. but don't push stuff down. >> yes. >> right? be authentic about why you're talking to them. >> right, connect with them on an emotional level. it's funny, there's this video that publix put out, 2014, mother's day. literally an ad of a mom and her daughter and she's a pregnant mom, she is standing in the kitchen baking with her daughter. yes, they're casually showing ingredients. b...

Sense. so, show them in a way that's more modern. so that they'll -- it'll resinate with them. >> they can relate and also you talked about, we've used the word authentic, everyone does. but don't push stuff down. >> yes. >> right. >> be authentic about why you're talking to them. >> and connect with them on an emotional level. it was funny, there's this video that publix put out, and it's literally an ad of a mom and little daughter and she's a pregnant mom and she is standing in the kitchen baking with her daughter. they're casually showing ingredients, but by the end of this commercial, nob...