Dean Jackson

And that was, that's the genesis of where before, during, and after came from.

Because when I read that book,

in the 90s again.

Yeah, it was very impactful.

And but I was trying to think, well, what is the real estate biz?

Like, what is my real estate business?

Is it

you know, which of the three.

And I realized that it's all three, that the before unit is about product leadership, where you are attracting people because you have access to market data.

That's where doing the lake price reports, doing the things that are attracting people because they're looking for information.

You've got-

operational efficiency in the during unit where you have systems and processes and your team in place to make the transactions efficient and successful and friction free, removing all of that.

And the after unit is really where the customer intimate part of it comes that you are now not just transactionally helping them buy a house on the lake or sell their house.

And then.

abandoning them.

It's almost like that's just the entry level into your after unit, your customer intimate business where you're now serving and making those people better off.

I think that's a really.

getting the listing, right?

Everything is about that.

Everything is about the, that's what I, that's what I enjoy so much about you and, and Matt being around you guys is that just as a natural.