 How to beat the competition. Use story. A lot of big brands are terrible at using story and story is something that our brains can grab on to and bond with. And this is a really important concept is you actually want your audience to bond with you as a friend. And that's why video works so well. Like you sitting here watching me on video it probably feels like you know me a little bit. And if you saw me on the street you'd probably feel like we know each other. But chances are if I've never met you in real life or talked to you and you're not a client I don't actually know you. Yet it feels like we're having a two-way conversation. And so one of the ways we get people to bond with us and to know us is by telling stories. And when we tell those stories they get a little insight into our character, into our lives. They start to trust us and they'll be more likely to do business with us. So if we have a really strong story and you know we love this in celebrities. We love this in the media. The media is great at telling stories. That's what we connect with. We have a really strong story. It's going to be a lot easier for us to beat big brands.