Ben Stacy

They're not going to be able to survive, especially in our industry this year and for the next couple of years at the very least.

If you're not doing something to differentiate yourself and you're still just trying to make a stand on that your product's the best for X, Y, Z reason, it's not going to get you as far as it used to.

And the consumer is...

smart.

The consumer really is.

They do their research.

I'm going to use the young mother example again.

My wife did all the research into all of the different things that go into what our child

eats and what we put them in all of the things, right?

Like, and, and I, I just kind of absorb that information from her and it's been, it's been a learning experience, but it's the same, it's the same thing with this, like with, with firearms, it's, uh, and anything within this space, medical, et cetera.

Uh, it's an investment no matter what, right?

Most of our stuff is most of the stuff being sold is not cheap.

So people want to do their research, uh,

And how they're consuming that information has evolved.

I mean, we're talking about it, right?

All these social platforms and whatnot.

And you want to make sure that the message that you're putting out is one that connects with your target customer.

You want to find the consumers that...

Or you want the consumers to understand where you're coming from.

We tell our clients all the time, you have to find that line in the sand.