Ben Stacy

Right.

So,

we're seeing that across the board as a community is, is, uh, people are looking for that information and it's not even left or right.

You know, it's, it's, uh, how can I make sure that I'm still around, uh, for my kids?

And like, now we're getting into a whole conversation about health.

You have, you have this entire, uh, um, shift happening in, in the world right now.

Uh,

Which is very much a good thing.

I think firearms companies need to focus less on just trying to sell the gun and more about how they can educate the consumer to how that gun they're selling or whatever product it is fits into this lifestyle that they're trying to create.

Yeah, there's a bunch of things that go through my brain.

The first one is the way the algorithms across all the platforms work now, and we're not going to go into that rabbit hole too much, but it's less about how many followers you have.

A person with zero followers could have a video spike and do a million views, right?

And then that opens up an entire little world for them and opportunity on that front.

But that's where businesses should be looking at is being your own best content creator, identifying people that are part of your core community that have the potential to explode and create really good content and then work with those ones that do and kind of go down that side of things.

That's what I would call the kind of the creator marketplace and

what the rest of the entire world does with everything else, influencers.

And then on the other side, the companies really need to be their voice.

That's what we're encouraging, is they know their product best, they know their messaging best.

The whole buy this on discount, or buy this because it's made of this material, or buy this because it's the best thing ever, all that's gone out the door.

That is still what the vast majority of our industry does.