David

Then we say, well, what do you have to win?

You would start talking about how your fiber is made, how it's ground differently, those types of things.

Then we say, okay, what do you need to win?

Well, we got to break through.

We got to communicate people that fiber done this way is better for you than fiber done this way.

I'm making this stuff up because we're playing a game here.

And then, well, what do we need to say?

That's the last sequence of questions.

And so from there, we begin to articulate with you a strategy for the name because your fiber is going to do something on its own.

Your packaging, things like that along the way will do other stuff.

But we have to understand what you need to say.

All right.

So the second hypothesis of mine would be that everybody there is describing that they have fiber in this package, right?

And they're making the assumption that people know that fiber is good for them and has certain benefits.

So I would say we're going to move away from that and we're going to talk about the ultimate benefit of that.

So then let's just play the game here, Sean.

So what do you think is the ultimate benefit of me taking fiber on a daily or a weekly basis?

process, digest your food better.

So one of the things, as you were talking, I was thinking about is I think one of the real benefits here would be it's lighter.

You feel lighter.