So if you can find some of those behaviors that are really good signals, that's another great way to start identifying who you should be going after. >> i love this, john, because this isn't stuff you have to go out and research. you have all this data, they're your clients. you just have to take a minute to look through it. >> and you also have to be brave enough to say here's who we don't want to attract and i think that's the catch sometimes. >> les mccune says you have to fire the bottom quarter of your clients once a year. >> probably some truth to it. >> john, thanks for coming on the sh...