The donor side, absolutely. you are hitting them on the emotional piece and the mission piece. on the service side, you may be competing against for profit companies that are selling similar services. so i think it's really sort of honing your message to both the donor and the potential sort of customer audience. >> that's something for all of us to remember for everything. your elevator pitch needs to be different for your audience, no matter what kind of company you are. now, a question about going big. >> as a small business owner who owns a real estate agency in atlanta, what's the best ...