 When you're trying to find your messaging, you're not going to just make it up in your head in your bedroom and get it right the first time. You have to actually push things to the market and see what people respond to. So it's a continuous act of getting messages out to the market, seeing which ones stick and then just double, triple, quadruple down on that messaging that actually works. So that applies to any business, but you want to think about what is the end result that my customers specifically are really after and go specific here and then just make that your brand name.