 This is the PSC formula, psychology, sales, closing. So we put culture, not that important. Culture is a man-made thing that just confuses everything. So psychology is knowing how to read the person across the room to close the deal. Sales is finding the right thing to actually be selling. If you sell something stupid, you're never gonna make money. When I started out, so I started out doing like the hardest things to sell. I started out selling health insurance and life insurance. Life insurance is the hardest thing on earth to sell. From the simple standpoint of you're selling a benefit, it doesn't even benefit you, it benefits your heirs when you die. So you gotta tell somebody, hey, you wanna spend 500 bucks a month on a life insurance policy so that when you die, your wife will have a million dollars. That's what life insurance is, man. So I started out selling the hardest thing on earth, which is like life insurance. Psychology, sales, and closing. The second you know those three, you can make a hell of a lot of money.