 strategy number two to outperform the competition is to niche down. It's very very hard to be the best in the world at something. If you want to go out there and be the best in the world at facebook ads or youtube ads, that's gonna be pretty difficult. You're competing with everybody on a global scale as we've said. You know what's not very hard to do? Be the best in the world at the intersection of two things. It would be very hard to be the best in the world at a facebook ads course. To go out there and say we have the best facebook ads course. But I can be the best at a facebook ads course that also focuses on the ability to travel around the world. I've instantly set myself apart. I've instantly differentiated myself and I no longer have to compete to be the best but just compete to be different.