Right. And we didn’t, we didn’t write it all day one. It was a living document that we [00:49:45] added to every month. Right. And that, and the same thing with technology. We had a, a, a very [00:49:50] detailed technology plan, and I think that’s where that came out of because being a former CIO and working for Ross per, [00:49:55] you know, we were very, everything had to be very well documented ’cause we worked a lot with banking and [00:50:00] healthcare. And so the same thing if your marketing team is not. Willing to document what they’re [00:50:05] doing and it can be readable. Or in a presentation you have a problem. Hmm. Right, because it should be [00:50:10] accessible, right? Because you want to have things that when somebody leaves to go and [00:50:15] pursue other opportunities or greener pastures like that, knowledge just doesn’t go away. And like, you wonder, oh, what [00:50:20] happened to all that testing we did last year? Well, I don’t know what happened to it. Like, you don’t wanna lose that. Mm-hmm. Like, it’s, it’s, [00:50:25] it’s valuable. And I think that was one of the things that helped us, A lot of people say [00:50:30] that when they, when we sold foundations, uh, what we really sold was, was the marketing engine [00:50:35] because it was a, a revenue, it was so much revenue generating. Both: Mm-hmm. Yeah. [00:50:40] Thank you for this because I think you make what you talk about in [00:50:45] Never outmatched and the things you’re talking about today. It makes marketing about [00:50:50] data, documentation, and I would say predictability. Mm-hmm. It’s [00:50:55] all about going, what levers do we need to push and pull on? And we know exactly [00:51:00] when that mm-hmm. If that, if we do that, then this is the outcome. Yes. And once you figure out that [00:51:05] equation. Yeah. There’s, there’s literally no limit to how far you can scale. [00:51:10] Absolutely. ’cause you’re just constantly tweaking and testing and it’s like, you don’t start out spending a million dollars a month. Right. [00:51:15] But you, and you, you might go a million dollars a month. I remember when you said that, where you spend a million dollars a month. [00:51:20] I was like, like, I was like a million dollars a month on, on ads. But you go, [00:51:25] but you start with a hundred dollars a month. Mm-hmm. And you tweak it. Yeah. And [00:51:30] you test it, and you track it, and you document it, and you optimize it. And then you tweak it, and then it’s like [00:51:35] that a hundred becomes 500 and that becomes 1,010 thousand and 30. And then. It’s a million dollars a [00:51:40] month and you go, of course nobody can compete with us. Yeah. We’re buying all the [00:51:45] traffic. Yes, we’re buying all the prospects and I think it really demystifies [00:51:50] marketing for everybody. Lee Lee Pepper: Roy, the, the, the 2006 when I had left Perot and [00:51:55] gone to work for, pass along a digital music company that was starting up here in Nashville. You know what our daily [00:52:00] paid search budget was back then? Mm. $25. Nice. And we were like, [00:52:05] oh, let’s don’t break the bank. You know? And it’s, it’s just funny how we, when you, when you mentioned the million dollars, I mean, [00:52:10] yeah. We got to a point where we were spending a million dollars a month and how do you go from $25 to a million? [00:52:15] I mean, you know, it’s, it, you, you do it over time. Yeah. You know, and, and you get your, and you get the, the [00:52:20] expertise. You’re Both: not guessing, right. You’re not just going, let’s throw a million and see what happens. Yeah, Lee Pepper: absolutely. [00:52:25] Absolutely. Both: Awesome. Well go get the book. Okay. Never Outmatched is the book. Uh, follow my [00:52:30] friend Lee Pepper. He is a sage wis piece of wisdom and advice on all of these [00:52:35] things. Um, so make sure you follow him and check him out. We’ll put links to all that in the show notes. If you haven’t [00:52:40] requested a call with our team, this is the level of sophistication that we want to take you to with your personal [00:52:45] brand. We want to, we want you to know that.