Brian J. Pombo Live

If you're gonna make content, it's just a matter of time before you tick someone off.

https://www.youtube.com/watch?v=xkVz3sNbBvg

Transcription

Don't fear poking them in the eye.

Hi I'm Brian Pombo, welcome back to Brian J Pombo Live.

Today, I want to talk about a common fear that happens when you start doing YouTube videos or any type of content on a regular basis where you're discussing things that some people won't approve of, or some people won't like your stance on, or they won't like your point of view, you really have to be careful not to be too nice.

Because being too nice as a killer, being too nice is boring. You have to be willing to poke somebody in the eye, not intentionally. I'm not saying you're reaching out there to intentionally piss somebody off. Okay, yeah, I'm not saying to do that.

I'm saying that it's going to happen. If you're making content on a regular basis, you're going to say something that somebody doesn't like, you can go through my videos as an intentional in terms of being offensive as they are, I really never, almost never set out to cause any form of offense whatsoever.

I still get people coming back at me like I really said something horribly wrong.

The most recent one I did was a, you can go back a few months. And I had made a video about direct mail because I received a direct mail piece. Due to COVID.

The Jehovah's Witnesses were not going door to door. And so they were sending direct mail and I got a direct mail piece. It wasn't even for me, but it was for whoever the occupant was.

And I read it and critiqued it and judged it as a piece of mail, not as a piece of religious criticism one way or the other, or anything else just purely as a piece of mail, as in a way that a person could judge it and see how they can apply it to their business or what have you.

Boy, I got so much you go read the comments on YouTube with all the people saying Jehovah's Witnesses are a cult, and this and this in that I wasn't making any point about who was from it had nothing to do with any of that.

All the point I was making was how to use this medium to help your business. And using this as an example, a controversial piece of example, because there's a lot of people that that don't like what they're what they were selling, basically. And so it happens, it's going to happen, you're going to poke people in the eye.

But this is what you've got to remember is that if you're talking the 99, one rule, we talked about this a couple of nights ago, 90% of everybody that comes across your content that consumes any of your content whatsoever is going to do absolutely nothing with it, at least initially.

With any given piece of content, they are not going to do anything with it, they are not going to like they're not going to thumbs up thumbs down, they're not going to comment on it, they're not going to share it with their friends, they're not going to do anything 90%, at least 90%.

About 9% are going to do something 9% or may do something with it. Guess who's in that 9% 9% first, first off is going to be people who you poked in the eye, that you did something that made them feel like they have to say something about it, they got to leave a comment, they've got to give you a thumbs down, they got to do something because they don't like the cut of your job.

They don't like just the way you did something said something, whatever. And there's no way around it. If you're putting out enough content, you're going to get negativity back,

Should you care about what others think? Do you even have a choice?

Thoughts on if it's right or not to care about what others think online.

https://www.youtube.com/watch?v=aNziAm0h3UY

Transcription

Do you care about what others think?

Hi Brian Pombo, welcome back to Brian J. Pombo Live.

We get together nightly and have a little discussion regarding business concepts, but really human concepts, then we use businesses as an excuse to talk about right.

So a lot of times will surround the conversation with business owners or executives, people who are decision-makers in their business. But if you're interested in what we're talking about, glad to have you here.

Today, I wanted to talk about the whole concept of whether you care what other people think. And there's a very common meme or concept that gets put out over social media all over the place.

I've seen it on Instagram, I've seen it on LinkedIn, I've seen it on Facebook, all these different places. And the concept behind it is, I don't care what other people think.

I get that, I understand what is trying to be said there.

The thing is, is that presenting it that way, publicly, I'm not sure if it's achieving what you want it to achieve. So I'd like you to add, if you've posted something like that, I want you to ask yourself, why?

What am I hoping to get from this, the fact that you're posting something publicly about that belief shows that you do care about what other people think otherwise, why would you post it publicly. You'd write it somewhere privately and keep it like that.

We do have to care somewhat what other people think.

Now, there's a bunch of different ways you could parse this out, you could say, I don't worry about what other people think or I don't worry about how people react to me, or I don't worry about people's opinions, or feelings.

There's a whole lot of ways you could talk about the same thing, but the emphasis is in a different spot there. If you say something like that, what you're really saying is you don't worry. Which is great, I think it's something that's great to say, and it means something and it can start a conversation about the mean when you say I just don't care.

Well, what's that mean?

You don't judge your opinions based on what other people think, you know, what are you trying to achieve by letting everybody know that you don't care about what they think.

Because in the end life is really about knowing the right thing for you to do. And then not being concerned with how other people react to it. I totally get that not being worried and get yourself into the whole emotional game that everyone always finds themselves playing, I get that part that makes a whole lot of sense.

The thing is, is in the end, though, it tends to take you full circle to a point of helping other people. People that have got their stuff together, don't need to care about what other people think in order that they can care about what other people think.

And in the end, it really comes down to helping other people live a whole chunk of life is about helping other people. You can't help other people if you're dependent on what they think and what they feel. So I'm not against the idea in and of itself.

I think it's an okay idea.

I it's probably an issue with English itself.

English and the fact that most of us don't do really well with l...

Looking to industries outside of your own for new ideas to implement into what your operations.

https://www.youtube.com/watch?v=t545WBwJkOY

Transcription

A challenge, search beyond your industry.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

I've got three books here and there just to give you an idea of a very simple concept, but one that most people don't take into account. If you're a business owner, if you're an executive, if you're in charge, let's say you have an e-commerce company or an e-commerce based company.

And you would think that if you're trying to make things better, you're going to study your industry really well, you're going to learn about e-commerce, you're going to learn about SEO, and pay per click, and all these other things.

In the end, human beings are human beings.

People are people, no matter what they do.

Buying behavior, though, can be looked at a million different ways from a million different angles. And depending on what angle you're trying to take with your customers over the long haul, is really how you should be looking at it. And you shouldn't just be looking at it through your own eyes, but through other industries, the eyes of the same people.

I'm not sure if this is making sense, your customers are buying other things other than what they're buying from you. They're buying things that have nothing to do with you, but it's the same person. And that same person may get attracted to you in the same way that they're getting attracted to buying their makeup, or their gasoline.

It's a very strange thing, but people are people. And no matter what, you can attract them in different ways and communicate with them in different ways.

When you're thinking, marketing, when you're thinking to advertise, don't just go and buy things within your industry, or within the type of business that you have. I want you to think a little bit further beyond, I want you to think sales, I want you to think small little sub-niches.

And this is just an example. So you can go in a million different directions with this. But just as an example, if you're thinking marketing, I'm going to give you three completely different ways of thinking about it.

First, I want you to think about one-on-one sales. You know, like Brian, you're saying I have an e-commerce based business, why would I worry about one on one sales?

One is going to help you to talk differently in your e-commerce sale. Your marketing is nothing more but sales, salesmanship in print, in a sense, it's you're just trying to encapsulate the sales process in a different way.

If you understand the one-on-one sales, it's going to help you move beyond that. So this is one an old book, I've got a little red book of selling by Jeffrey Gitomer. This is a great book, this is an example of a person that really excels at one on one sales. But it's fun that, I'm not going to give you a review of this book, I'm just giving you an idea.

Here's a fun book. It's got cartoons, it's got quick little quotes, little rules.

In fact, the very name of it is the subtitles 12.5 Principles of Sales Greatness, How to Make Sales Forever.

Now, you wouldn't think of picking something up like this when you're talking about making e-commerce sales. But you're going to learn more about people in a different way different from your competitors and everybody else by grabbing a book like this.

This is a sales book.

Math and Content Marketing, who knew?

Thoughts on 90-9-1 Rule Brian first heard from Neville Medhora of CopywritingCourse.com, on expectations for consumer engaging with your work.

Checkout Neville's Work here - https://copywritingcourse.com/

https://www.youtube.com/watch?v=UK852-lnSxs

Transcription

90-9-1 rule for content marketing.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

We've talked before about different ideas when it comes to content marketing. And this may be a big surprise to you if it's new for you. If it's not, then you'll recognize it and you won't have to get freaked out about it.

So I first heard about the 90-9-1 rule by Neville from CopywritingCourse.com, you can go check out he's got a lot of great content out there in social media land.

Now, this isn't a rule that just applies to Facebook, or just applies to whatever your social media is of choice. It's really a rule across the board when it comes to content. And I bet even for offline content, if you were able to track it, you would find a very similar situation. Because it really comes back to the 80/20 rule, which is it's just human nature, that if you put out enough stuff, and you're able to track, you'll find that a very small percentage do what do the most of what a very large percentage have the chance of doing if I could say it in that sense.

So let me explain this.

What this means is that if you add these up, they come out to 100%, right?

So 90 plus nine plus 1, it comes out to 100. And represents 100%.

If you took 100% of the people that are consuming your content, you would be able to take 90% and they're the people that are just lurking around, they're just watching, they're listening, they're reading, whatever you're putting out there, but they're not going to interact with it much further beyond that, okay, and this is just just the stuff you could track.

I mean, let's take video for instance, this is just tracking views. So if you got 100 views only about somewhere around 90 are just gonna watch, they're not gonna, let's say it's on YouTube, they're not going to leave a thumbs up or a thumbs down, they're not going to comment, they're not going to take the link and share it with friends.

That's about 90% and these are all relative terms.

Obviously, the more the bigger your numbers are, the more solid these turn out to be, they're probably even more skewed in the direction of a large percentage of people not doing anything when you have fewer and fewer numbers.

So 9% are going to interact a little bit. Okay, they may leave a thumbs up, they may leave a thumbs down, they may do something every once in a while they're going to do something.

And then 1% is going to be your star players. So literally one out of 100, 1 out of 100 are going to leave a comment, they're going to want to talk back and forth, they're going to want to learn more about you, they may watch more than one video, they may go beyond that.

And so you have to understand that you got to hit a lot of people if you want any type of measurable response back. This is not to say that the 90% aren't useful, or that they aren't doing anything, or that they won't view more of your stuff.

That's not what we're saying here. They might or they may not. But you don't know you're not going to be able to track them other than a view other than a hit click here or there,

Thoughts on finding out why your clients, customers, subscribers really want and helping get it.

https://www.youtube.com/watch?v=XjrMQlstX6w

Transcription

Find out what people want and show them how to get it.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

You know, I'm gonna do another night based on a conversation I had yesterday with Tom, which I was talking with you about yesterday that Tom's a new friend. And we sat down and just had a chat about our lives and about where things are, where we saw things going for ourselves business-wise and everything else.

He was really interested in his latest business venture. And so he was really excited to share with me the details, and I had a great time with them.

It reminded me though, of a process that I learned in my first years in business on my own. And because I learned it so early, I always assume that people get this principle, I should know better by now, especially after working with business owner after business owner. Inside and outside of large and small businesses. You know, I've worked with corporations like, you know, doing social media campaigns for Shell and a whole lot of others and I've also worked for very small, locally based companies.

But it's amazing how some of these principles elude people that we forget, we get all caught up with the details in the processes and we forget the main principles.

All business is based on a singular principle, which is, find out what people want and show them how to get it.

Now, some businesses work even more directly in this sense, especially if you're helping people build incomes, build businesses do anything of that sort, then you're automatically in that realm. But every business in some way, you're going to have to find out what your customer, your potential customer, your potential client, your potential patient, your potential patron, whatever you call them, you're going to have to find out what they want. And you're going to have to make an easy way for them to get it.

And that sounds easy iff you've never done business before. It can be easy if you keep your focus on that, well, it's simple, let's not call it easy.

It's a simple principle, that if you can stick to it, things will get easy in time. But in the short run, it's very difficult to find out what people want because it's not on the surface.

For example, if you're selling really highly nutritious cat food, okay, no one else out there really wants highly nutritious cat food. What they want, initially is a healthy cat.

But that's not even really what they want. They don't really want a healthy cat.

What they want is a cat that functions but they don't really want a cat that functions, they don't even really want a cat.

Initially, if you go deeper and deeper and deeper enough, you find that people want a feeling that is achieved from having a cat as a companion or something of that sort.

And it depends on that, you know, there are different reasons for this, you know, someone may want to cat because they want to keep the mice away and they want to keep them healthy. So that continued, that process could use happening and they don't interact with the cat much. And that's very different from the person that has a cat and sleeps with it and walks around with it every second of the day.

You know, these are two completely different people, they want two different things.

And if you go deeper in either one of their lives,

Thoughts on retirement.

Should you ever retire and is retirement a bad thing?

https://www.youtube.com/watch?v=78Y7kxnd_io

Transcription

Perfect time to retire.

Hi I'm Brian Pombo welcome back to Brian J. Pombo Live.

This is funny because this is a conversation I was having earlier today I'd like to thank my friend, Tom for having me out, we both had an iced tea, while I had an iced tea and he had an Arnold Palmer, looking over the Rogue River, and having a great chat.

One of the topics that came up, I think is one of those that gets discussed from time to time, but probably is great advice that gets followed the least I would say overall in life and that has to do with the concept of retirement.

I just wanted to touch on kind of my view of it because Tom shares, I think we have a very similar view of what retirement is because he refers to himself as a retired real estate man and but it really the retirements in quotes.

It's that idea that if you really are retired in the traditional sense, that concept that I don't know how traditional it is, but really within the past 40, 50 years, there's this concept of retiring, meaning you never have to work again.

You don't work again, you don't do anything. And that unto itself isn't necessarily a bad idea. But it's more, I think what ends up happening, my personal belief is that people lose meaning in their lives.

If they tie all their meaning to work, and then they give up that work. If their entire meaning of life is somehow tied to that job, as soon as they give up that job there…it's not that they're giving up the job that kills them. It's giving up the meaning.

The reason why I say that is because I don't know if you've seen this, but you can go and look up the stats, that it is very, very common that people that have a very long term job, as you hear it mostly about police officers, or firefighters, that there are certain professions that as soon as especially really intense, for some reasons, intense professions, that take a lot of effort. And that as soon as they give up that work, they go home and not long after that, end up dying of something.

Something gets them and they're done.

But what really got them wasn't them giving up the job. It's them giving up that meaning of life, the meaning of their life, and being able to pet and so I think I'm oftentimes it could be something as simple as just having more of a connection with people on a daily basis.

Maybe that's what gave that person's life meaning. And because they're not in connection with people, they lose that. By default, it's not the job itself.

But it's that reason to get up in the morning, so to speak. And if you don't have that, then retirements, horrible scenario, it really is the concept of just hanging out and not doing anything.

I think that's a bad scenario for most people.

If you don't have a real meaning in your life, if you don't have a dream you're chasing, or something important to you, passing on wisdom, if nothing else if you're at an age where you don't have anything besides a past, but being able to pass that wisdom on to the next generations in some way or form.

That's a meaning that can be something powerful unto itself.

I don't know, what are your thoughts on retirement?

Would you consider yourself retired?

Would you ever retire and what would be your purpose for life after that?

Thoughts on being mindful of time draining situations you encounter, even when you're around those you love.

https://www.youtube.com/watch?v=XnHiy93T1C8

Transcription

How to defend against energy suckers.

Hi I'm Brian Pombo welcome back to Brian J. Pombo Live.

Hopefully, you like that little display. Special Effects!

Welcome back, we're gonna talk a little bit about energy suckers and I don't even mean the people out there that are absolute vampires that you know, you shouldn't be hanging out with, you shouldn't be around them because they make you feel like garbage.

If you continue to hang around people like that, that's one thing, what I'm talking about are the activities in your life, then if you do too much of it, even if it's a good thing, if you do too much of it, you know that it drains you.

Not everybody is affected the same way, right?

Everyone has different things that drain their energy, and different amounts of time in which it occurs, right?

If we all go to the same event, so I've got my wife and my three kids, we can all go to the same event, each person is going to have the amount of time at which they're done.

And it's all different for all of us and it depends on a whole number of scenarios, you know, how much we had to eat and how hydrated we are and everything else.

But if we're out and active in an event, there's going to be one, at least one person that's upset that we're leaving. Because those of us who have had enough energy sucked dry and we're beyond ready. By the time we're able to get everybody back into the vehicle and on to the next adventure. And that's just one example.

But you take into account my family, I just had family visiting, I love when my families members are around, I really do. But there's only so many activities and everything else before you can tell you're losing energy from it and it starts affecting your performance and everything else that you do.

It's just especially people that are used to a certain routine, as soon as you're thrown out of that routine, whether you like that routine or not, it messes with everything. It messes with everything that you do on a regular basis.

So for example, a few nights ago, I missed doing the video, and I mentioned how it was, on one hand, I had put off an extra step that would have saved me from doing it now that and we talked about that yesterday.

But another thing is having a whole bunch of activities squeezed in a short period of time that I'm not used to draining by energy. And you can tell it's not one of those things that we and I don't mean it in a woo woo way in terms of energy, I'm saying that whether you like it or not, there's, there are energy levels and you can't always measure it.

But there's only so much you can give and you just need to be aware, you don't need to be aware of everybody. It's everyone's responsibility to be aware of themselves.

You have to be aware of what you can handle what you can't handle. And if you have a partner in life, you've got to make them aware, when you're reaching that limit, you know, and you have to stop doing one thing and start doing something else, or vice versa.

So hopefully that makes sense to you. Just simple.

These are simple topics that we're talking about right now.

But it's just a quick reminder, nothing you haven't heard before. guard your energy. shield yourself against the suckers out there.

I know what you're thinking, as the producer of this show I feel the same way.

Yup, Brian missed doing a daily video yesterday and while there is no excuse for this, he'll do his best to do that today.

Oh well, on to the next one!

https://www.youtube.com/watch?v=JbtjDA-se2U

Transcription

Do it before you forget.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

This is a show that we put on on a nightly basis, I record these little episodes, send them out over the internet, reaching you in social media land, reaching you wherever you watch videos, where you listen to podcasts. This is how it's done.

Okay, I've made an ongoing effort to do this, we're pretty close to 800 episodes now. So we've been doing this for a while. Every once in a while, some big flub happens and I miss a night.

I don't beat myself up over it but I will pass on a little piece of advice.

Last night was one of those nights and there were two major factors that I think added to why I missed it.

The first factor I want to talk about today, sometimes, if you put something off just long enough, if you're anything like me, you may forget to go back to it. And it's not that I forget forever, it's that I forget just long enough that by the time I remember, I don't have the ability to do it. You just lose time, lose energy, lose the ability to do what you need to do if you don't hit it right.

When you think about it, if you're anything like me, if you have a memory issue, if you have any type of memory issue short term memory issues, that meaning you get easily distracted attention deficit, all that all the rest of that jazz. If you're anything like me, and it's not then you haven't heard before, and it's nothing you won't need to hear again.

But here's one more person just tapping you on the shoulder and reminding you Hey, if you know you need to do something, do it now before you forget.

I mean, just that simple.

So what happened last night, I recorded everything I needed to record. And what I normally do is I'll then go through the process of editing any slight edits I need to make and I put the little titles that you saw pop up.

If you're watching this, there's also the title that you see right now for the website for my book, 9 Ways Amazon-Proof Your Business. In fact, it's a free copy of the book, you can get it at AmazonProofBook.com.

Every night, I've got that up here. We'll probably be transferring to something else pretty soon. But right now, we're still offering that free digital copy, 9 Ways to Amazon-Proof Your Business. So go check it out AmazonProofBook.com.

Now, I do that every night, I add all this stuff in, and then I have to process it, I recorded this on an iPhone, so I've got to switch it over to an mp4 format. And then I upload it over to my podcast producer who then distributes it everywhere where it needs to go online.

So that's the process I go through.

Once I was done recording, I put off the other steps. I put it off even though I know that it's best to do them right away. And I had some guests over and everything else. So I got distracted.

By the time I got back to it. I went and looked at the video and I had a messed up video, which doesn't happen very often. It's very rare that something weird happens in the recording just doesn't take, this was one of those times. And I did not have the energy or power at all to be able to go back and re-record ...

Part 7 in a series of videos on what Brian looks for in companies.

https://www.youtube.com/watch?v=Gj5Wfr38iD4

Transcription

Qualities business investors look for number seven.

Hi, I'm Brian Pombo welcome back to Brian J. Pombo Live.

This is the final one out of a list of seven of the top things, not the only things. But the top things that business investors look for.

How do I know this?

I'm a business investor.

And these are some of the top things that I look for when I'm looking for a business to invest in. Some of these are more broad, more vague, more subjective, others are very, very, very objective, and very specific.

This is one of those that's a little on the subjective side. But when it's there, it's undeniable. It's also these are in no particular order.

So you can go back and watch the other videos where I talk about numbers one through six. But this final one, really, I would say, has supremacy over the others in general, because, with it, you can always find the others you can build on the others.

Without it, it's still possible to build a business, but it's tougher across the board. So it's kind of this magical element that's difficult to find. But when you find it, when you can wrap your arms around it, it's fabulous.

And so what is this number seven, I'm going to tell you in a second. But first, I gotta, since you're here, I got to remind you about my book, 9 Ways to Amazon-Proof Your Business.

It's a thin book, it's a quick read and it provides nine very specific strategies that you can use. These are long-term strategies, these aren't just things you could just put them into place and forget about them.

These are long-term strategies that you'll be working on from now until the end of your business. Nine strategies you can use, though, to make yourself completely competition-proof, even if that so-called competition is amazon.com.

Even if it's a big player like that, so go get yourself a copy of this book, you get a free one if you want a free digital copy over an AmazonProofBook.com.

Okay, let's talk about number seven.

Drumroll, please.

Number seven is what I call MARKET ENTHUSIASM or IRRATIONAL PASSION. If you have a marketplace that you're targeting a group of people, a type of a person if you're targeting them with your product and service, or one of your products and services.

And that group of people, that description that you have for them describes a person that is irrationally passionate about what it is that you're trying to sell to them.

You've got a winner, you've got something that all it takes is some tweaking, you've got something that you can build a business on. And the more evergreen that marketplace is, in terms of the type of thing that never really goes away. You may have different people come in and out of that market.

But if you've got something that never really goes away, that's magic in a business and everything else can be built around that principle when you've defined who they are.

If they're irrationally passionate about what it is that they're after, then there's no there are very few limits on the amount that you can charge. There are very few limits on the amount of quality that you can pump into it. There's that market enthusiasm is magical.

The person that used to talk about this a lot. I've got one of his books back here was, you know,

Part 6 in a series of videos on what what Brian looks for in companies.

https://www.youtube.com/watch?v=IOA_zYbm1Ok

Transcription

Qualities business investors look for Part Six.

Hi I'm Brian Pombo welcome back to Brian J. Pombo Live.

This is part six of a seven-part series, all on the qualities that business investors look for, when they're looking for partners when they're looking for people to team up with when they're looking for businesses to purchase, these are all things that apply.

And we've gone through the top five, so far, these are in no particular order, by the way, and we're going to go through number six, number six is an interesting one. Because it's one that can be really cliche. And I don't want to fall into that I want to see if I can describe this very clearly to you as to what the number six is and it's even more important, what it isn't.

Everyone once in a while you see a business that has a whole lot of things going for it.

But they get stuck in this one area, which is well, let me tell you the positive end of it.

What I look for when I'm looking for a business to partner up with is I'm looking for unlimited growth potential. That's number six, unlimited growth potential.

This is very simple.

If you have a business that's limited in its ability to grow, okay, and there's gonna be a number of reasons why it could be way oversaturated in the number of things that are competing for the same spot. That's not a problem I run into too often. Because if a business has been somewhat successful, hopefully, it's overcome that.

But if you've kind of reached the end game where there's already somebody, that's the low price later, there's already somebody that's getting the very high end of it, and it'd be difficult to be able to beat them out of that spot.

If there's no real clear path for victory, then that is limited growth potential. There's a cap somewhere, there's something stopping us and it happens, and most of the time it's self-imposed.

Most of the time, it's a lack of vision on the people that are running the business, whoever's in charge, whoever's the vision person lacks the ability to see the path past these obstacles.

That can be a number of obstacles that run in the way most of the time, it is a lack of vision in product and service development, inability to be able to see what else that same market that you're already playing to what else they need, and what else you can connect them with.

Because they're people, they need something else, it doesn't even have to be in the same grouping in terms of my niche, excuse me a niche, I guess you would say, or industry, it doesn't have to be in the same area, it can be in something completely different.

But it has to play to the same market, the same person, the same ideal person for you currently purchasing your products and services, now, there's something else they need, and you've got to sell it to them, you got to find a way to get it in their hands.

If you don't have a pathway for that, that that limits your business, it limits the vision and it's you might as well be starting from scratch. In many cases, if you've got those types of limitations on your business, if it doesn't have completely unlimited growth potential, then that's not a business I'm looking to venture with.

I need to see something I need to see be able to look at it and see the next 510 20 years in a business. If there's a cap somewhere if there's something ho...