 This is one of the easiest ways to make better products for your customers. If you sell a service or product to a specific group of people, get those people together in person and meet them and find out what their lives look like, what their families look like, what are their goals, dreams, aspirations, fears. They're going to tell you every single painful you need to hit so that you can create the best possible products and services for them so they keep dying from you over and over again and you have a mutually beneficial relationship, win, win, and they're going to fund the process because we're here in Mexico.