David

Okay.

Then we would step back from that.

That's just kind of logical, practical stuff, right?

Then we'd say, okay, we go through a little series of questions that there's almost no exception to this.

It pays off greatly.

First we say, okay,

How do you define winning here?

Now, if you get in a room with six clients and you ask that question, I will tell you that every client will have a different definition.

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.