Humberto Boellert

in history.

There's a guy named Sergio Zayman that was part of the New Coke decision.

He pulled back on it and said, we never should have done that.

We never should have talked ourselves into believing that there was another hill to climb for our customers.

He wrote a book called The End of Marketing As We Know It.

Sergio Zayman.

You know, if he's still around, we should get him on.

That's exactly right.

You hit a deer or a 40-pound dog.

So I have a lot of thoughts here and I'm going to dive down here.

And so if you need to stop me, please stop me.

So let me tell you how this works.

I because I looked into the things he's setting up and I looked into his words and they didn't like hand out, you know, a PDF of their playbook, but they basically told you.

They have a board that will collect complaints from renters.

And guess what?

No complaint too small.

They'll build it up and say, oh, this bad landlord, Humberto, the terrible slumlord of Jamaica, Queens, you know, he 700 complaints.

You'll hear words like that, Pat.

That'll be the first thing.

Some of those will be, you know, hey, we had a snowstorm.