 Building proper rapport to do it right, you cannot focus on yourself. What is the difference in that inauthenticity when now I'm starting to realize, okay, in order for me to build rapport, I gotta be evoking these feelings and you getting oxytocin released so you feel good about me. But I run the risk of being inauthentic and coming across as fake and saying, oh, I'm a smoker or I like this sports team when I really don't. You have to do active listening. Oftentimes we're thinking, what am I gonna say next? And then I'm not listening to what you just asked. I'm thinking about my next words and now I may say something that completely is nowhere near what you were asking. Active listening means, I'm not even worried about the next words I'm gonna say. I'm listening to you. I'm acknowledging that I'm hearing you and now I want to respond to what you are saying. Even if that means, hey, Jake, give me a minute to think about that. Now, some people don't wanna do that. It makes me look dumb, but that's better than not thinking, not listening to you, thinking about what I'm gonna say and then ignoring half of your question because I didn't really listen to it.