 Three levels of learning. The first is people hear you, but it goes in one ear, out the other. That's 90% of the world. Level two is listeners. That's where people kind of listen to you. You saw that. I was at your big driven conference. It's been getting bigger every year. So I was there this year. You see people out in the audience. Most of them are listening because they paid money to be there. So they're taking notes. The problem is they're not level three learners. Level three is where it becomes instinct for you. It's kind of like boxing, I was saying. Level one is like a little gym fitness class where everybody's there boxing and they all look horrible. Level two, they're really trying. They're like, okay, the form is keep the hand up and extend out and twist, you know. But the level three guys, they're not thinking about it. It's instinct to punch. And so how do you become a level three person? It has to become a habit.