Jonathan Courtney

And I was like, I am going to read this because it's going to be sitting on my desk.

I'm going to be using it as a reference thing.

And it just feels more valuable.

I feel like it's a more worthwhile thing because it's a big, heavy thing of playbooks that feels substantial.

And so even the... I also think in-person events, come back to that.

If the goal isn't to make money, if the goal...

Just stick with me for one second.

If we think about what is actually better for the customer, for humans, when I'm thinking about it, I know that the in-person version of what we do is the absolute best way to do what we're teaching.

We're teaching facilitation, which involves like a lot of improvisation, a lot of kind of scenarios that you can predict.

And sure, we can teach this in an online setting and we do.

But the best way to learn it is in person, even if it's inconvenient for us and inconvenient for the customers.

And the best way to, for example, we launched a book in May.

The best way to read that book is actually to get the physical version because it's like a little workbook, even though that's a pain in the ass for us to create and a pain in the ass for the client because they have to wait for it to arrive.

And so for us, I think in a lot of ways, we're just thinking practically not what do people want?

Because people will just say, I want digital stuff and I want it to be easy.

It's what do people need.

So what people want is ultimate comfort and convenience.

But I often feel like that's not very effective.

And so now when a client, for example, is also contacting us and saying, by the way, if you're listening to this client, I don't want you to stop doing this because this is awesome for our business.

But you know, I tell you this on the calls.