Dan Harlacher

Again, I'm going to go back to an earlier comment where, you know, data versus gut.

And so I think it is a former business owner myself.

It's one thing to say, I think this and here's what I think.

And it's another thing to draw on people, draw on people in your category, draw on business owners, whether they're in your business category or similar categories to

talk to them and find out what is the recipe or the formula or the ingredients, not only to be operationally fit, but what have you learned from an advertising or marketing standpoint, and then use that information then to decide what are the media options I want to take advantage of or consider.

And then once you land on what those options are,

Make sure you're applying data to your thought process and to the strategy of how you want to write a check for advertising.

If you're a mom and pop shop, there are still ways we can take data and make a more educated and informed decision for you of where to go and where not to go, who to speak to and who not to speak to.

And you guys do a really good job.

I mean, Benji showed me, like I said, the data sets, and it's kind of an unfair advantage.

I mean, we're going to opt into that data.

And I'm just expecting so many good results.

You know, Mike Davis, neighborly.

They're paying for every single franchise.

You know, you wonder why the big get bigger is because they're open ears.

They're curious and they invest in the data.

And I will say that the small guy listening to this, they're going to put this on their to do list.

They're going to get it.

Here's what's going to happen.

Dan, they're going to get bombarded.