At least get a templated version and modify it according to how you use your data. Don’t copy and paste someone else’s policies.
2. The content of your ad text, image, video, and landing page
If you have one of the following, then you have a HIGH chance of getting your ad account shut down:
– Racist remarks – Provocation – Too much information – Too confusing – Too irrelevant to the target audience – Copying competitor ads – Too clickbaity / disruptive to grab attention – Landing page uses popups and autoplay videos
Eg. Using racist remarks, or telling them how ugly they are without your product, or telling them their life sucks without your course
Warren Buffett is a huge inspiration to me since he founded the Giving Pledge in 2009 with Bill Gates, pledged to give away 99% of his wealth to charitable causes and also asked other billionaires pledge to give away at least half of their fortunes. He taught me better than doing good in this world, you can do greater good by earning a lot of money and changing and doing things in scale to change bigger problems. Him and Bill Gates are an inspiration to me in this regard.
Buffett is an American business magnate, investor, and philanthropist. He is considered one of the most successful investors in the world and has a net worth of over 80 billion dollars, he’s one of the richest people in our planet. He is noted for his adherence to value investing and for his personal frugality despite his immense wealth.
Here are 7 life lessons I’d learnt from Buffett’s way of doing things: (I’ve also added a few tidbits from other successful people and coaches)
1. Create a Safety Net For Yourself, Your Company, and Your Family
Warren Buffett always plays a safe game even after he’s gained a lot of wealth. He stays away from investments he doesn’t know about. He has kept him away from Wall Street speculations. Still, he’s aware that things could turn bad anytime, so he always has creates a safety net that can let him survive for a minimum period of at least a year without any income.
Warren Buffet had saved almost $1000 by the time he finished school. He also advises avoiding debts that are beyond your capability. He himself leads a simple life without the fancy cars and million dollar houses. Interestingly, Buffett still lives in the house that he lived 41 years ago.
Previously, the man who retained the title of the richest person in America, the founder of Walmart, Sam Walton also learnt the lesson of creating a safety net from his father. His father used to offer mortgage loans to farmers but was a great money manager. He risked all his money to lend to farmers in America post world war I when things were tough in America. But he always kept a coffee can full of money and a piece of land that’s clear from any liabilities for use in case they would go through tough times.
Earl Nightingale, in his Strangest Secret audiobook, encourages the same – Earl encourages to save at least 10% of income all the time and never to touch it unless and until there is a dire situation. Similarly, T. Harv Eker calls this as Financial Freedom account and asks to put away 10% of all income. His money jar system is great to manage money in an effective way. Similar to Warren Buffet, Harv Eker advises to save more when your income increases and not to spend so much on living an extravagant lifestyle with the things that you don’t need. (Image courtesy: http://www.smartaboutmymoney.com)
Warren Buffet is a man of simplicity. He’s stayed away from complex instruments such as derivatives. He stays away from businesses that he doesn’t understand. He only invests in the businesses that he understands such as Insurance and Coca Cola. Being simple is to start saying NO to things that you don’t need and the things that won’t help you stay your course when it comes to business or life.
3. Take One Step At a Time
“I don’t look to jump over 7-foot bars: I look around for 1-foot bars that I can step over.” ~ Warren Buffett.
The journey to success is a ladder and you have to take one step at a time. Buffet has won his success by focusing on small wins. He worked on one company at a time. He also follows this for his family life.
4. Buy When Others Want To Sell
“A simple rule dictates my buying: Be fearful when others are greedy, and be greedy when others are fearful. And most certainly, fear is now widespread, gripping even seasoned investors. To be sure, investors are right to be wary of highly leveraged entities or businesses in weak competitive positions. But fears regarding the long-term prosperity of the nation’s many sound companies make no sense. These businesses will indeed suffer earnings hiccups, as they always have. But most major companies will be setting new profit records 5, 10 and 20 years from now.”
Business and investments always follow the pattern of supply and demand. Warren’s investments have always been to buy the stocks when the prices are low; and wait in a disciplined way until the stock prices soar a lot. He does that using his value investing methodology that he learnt from his mentor Benjamin Graham. This is the secret behind his success.
I’d like to refer to two another success story: Indian Starbucks competitor Coffee Day’s founder V.G. Siddhartha bought a lot of coffee plantations while others were selling them off. Now all of Coffee Day’s franchises run out of the coffee beans produced by these plantations he bought for cheap a long time back. This always gives Coffee Day a competitive edge over any other competitors in India. They don’t have to worry if coffee bean prices shoot up in the market because they produce their own coffee beans.
5. Avoid Speculations
“Rule No. 1: Never lose money. Rule No. 2: Never forget rule No. 1.” – Warren Buffett.
Chet Holmes in his famous book “The Ultimate Sales Machine” states that he has observed that there are three types of executives. A full 90% are tactical executives, 9% are strategic executives, the remaining 1% are both strategic and tactical executives and are the most effective executives. In business and investment, tactics are cheap. Speculation is a tactic, In investment, charts and markers are tactics, Following the news is a tactic. But looking at the fundamentals and determining whether a company has the money to survive for another 10, 20, or 30 years is a strategic approach. That’s what Warren Buffet does. If you want to learn more about his investment methodology, Google Value Investing.
Now, I don’t know whether Warren Buffett falls under the 9% or the 1% but certainly, he doesn’t fall under the 90% who follow the masses or follow the next new tactic and end up losing money. He is certainly a strategic person. He never loses money on the stock market. Chet Holmes also says that when you take a tactical action, always justify the strategy behind the decision to execute the tactic. Doing so will increase the effectiveness of the tactic 5 times over.
6. Play The Long Game
“If plan A doesn’t work, the alphabet has 25 more letters – 204 if you’re in Japan.” ― Claire Cook
Failure is just a detour in your path. Whenever Warren Buffett invests in a company and the company’s stock prices go down – he never short-sells the stock. He only invested in this stock after he looked at the company’s fundamentals and he believed in the company’s vision and market potential over the long term. Warren stays invested and will wait until the stock prices jump back, and it sure does because he never buys based on speculation.
I keep hearing this from many successful people, that we should never give up on our goals. If a path you took towards a goal doesn’t work, you haven’t failed on the goal, just the path was wrong. We have to figure out another path that works and we can get to that destination. Successful people are the most resilient people on the planet. They never give up.
7. Take Responsibility for Your Successes and Failures
“As you move along in your career, you always want to consider your inner scorecard that is how you feel about your own performance and success. You should worry more about how well you perform rather than how well the rest of the world perceives your performance.” – Warren Buffett
We need to be able to judge ourselves on how well we are performing against our own success and failures. And have an inner compass that measures how well you are doing over your past performance. If you fail, take responsibility for that failure and don’t blame anyone else for that. Learn what you did wrong and be proactive to correct that mistake in you and do it better next time.
A quick trivia: If you improve your life 1% every day over the next 365 days, how much would you have improved over the course of the 365 days? Comment your answers below. Also, let me know how and which of these lessons are you going to adopt into your life.
I recently came across this test called the Wealth Dynamics test. The wealth dynamics test is a personality test that tells you exactly what strategy you should follow to build wealth. And I learned that the most successful people and the richest were lords, creators, and a mechanics as per their research.
So, I went and did further research on analysing these successful people. Here’s the clues and secrets of the world’s most powerful, successful, and the richest lords, creators, and mechanics.
If you model their behavior and you could become successful too:
They model other’s success. They take ideas from other successful people and they don’t reinvent the wheel.
They are honest.
They deliver products and services of the highest value. Goods that are faster, quicker, cheaper, and better than the competition.
They are excellent money managers. They invest, and save for a rainy day. They keep a check on markets and economies. They keep an eye on their bottom line (profits).
They visualize and hallucinate success, they paint a clear picture of the vision of success.
They consider that money is abundant and they don’t act from a scarcity mindset.
They aren’t afraid of criticism and don’t let naysayers get into their heads.
They love and encourage unachievable goals, challenges, and competition.
They are unconventional. They don’t follow thestatus-quo. They get in/buy when most people are getting out.
They take calculated risks. They think that not taking risks is a guaranteed way to fail.
They aren’t afraid to fail. They celebrate failure as good as celebrating their successes. They feel that failure gives them a new direction.
They are hardworking, confident, passionate, intuitive, patient, action takers. They get things done no matter the odds.
They aren’t afraid to get their hands dirty and do even the low jobs required to get them where they want.
They treat growth as a way of life and are growth-focused at all times.
They realize that they can’t do everything themselves and are realistic. They know when to delegate and when to walk away from unproductive goals.
They read between the lines.
They trust their heart and instincts.
They know that action speaks louder than words.
They have an open mind and ask smart questions with a focus on continuous improvement.
They have the courage to act on what they learn, see, and hear.
Below are the Raw Quotes and Pins from 3 different Pinterest boards from where this advice was extracted from and from whom it comes from.
Warren Buffett “Rule No.1: Never lose money. Rule No.2: Never forget rule No.1.”
Andy Grove “You have to pretend you’re 100 percent sure. You have to take action; you can’t hesitate or hedge your bets. Anything less will condemn your efforts to failure.”
Bill Gates “It’s fine to celebrate success but it is more important to heed the lessons of failure.”
J.R. Simplot “Work honestly and build, build, build. That’s all I can tell you.”
Jack Welch “Love the janitor.”
Rupert Murdoch “I love competition. And I want to win.”
Richard Branson “My interest in life comes from setting myself huge, apparently unachievable challenges and trying to rise above them.”
Donald Trump “Part of being a winner is knowing when enough is enough. Sometimes you have to give up the fight and walk away, and move on to something that’s more productive.”
Andrew Carnegie “As I grow older, I pay less attention to what men say. I just watch what they do.”
Jeff Bezos “If you never want to be criticized, for goodness’ sake don’t do anything new.”
Sumner Redstone “It’s fair for people to question how much a CEO is making. But they should question the companies that fail. In the companies that have a great management team, they should understand that it’s important to compensate great executives.”
Bob Lutz “Perks that help a leader to be more efficient and more productive are hardly perks.”
Lakshmi Mittal “Hard work certainly goes a long way. These days a lot of people work hard, so you have to make sure you work even harder and really dedicate yourself to what you are doing and setting out to achieve.”
Michael Bloomberg “Getting the job done has been the basis for the success my company has achieved.”
Clive Davis “Given a choice of being on top or not, I prefer being on top. You want to win. You want to verify your judgment.”
Steve Wynn “Money doesn’t make people happy. People make people happy.”
“If you want to see the true measure of a man, watch how he treats his inferiors, not his equals.”
“Sweat equity is the most valuable equity there is. Know your business and industry better than anyone else in the world. Love what you do or don’t do it.”
Cyril Ramaphosa “No action is too small when it comes to changing the world… I’m inspired every time I meet an entrepreneur who is succeeding against all odds.”
Li Ka-Shing “Vision is perhaps our greatest strength… it has kept us alive to the power and continuity of thought through the centuries, it makes us peer into the future and lends shape to the unknown.”
Oprah Winfrey “What other people label or might try to call failure, I have learned is just God’s way of pointing you in a new direction.”
Henry Ford “If you think you can do a thing or think you can’t do a thing, you’re right.”
Mark Zuckerberg “The biggest risk is not taking any risk… In a world that changing really quickly, the only strategy that is guaranteed to fail is not taking risks.”
Steve Jobs “Don’t let the noise of others’ opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition.”
Azim Premji “If people are not laughing at your goals, your goals are too small.”
Clive Palmer “I realised that in a lot of failures, there is a lot of opportunities.”
Michael Dell “Whether you’ve found your calling, or if you’re still searching, passion should be the fire that drives your life’s work.”
Carlos Slim Helu “When there is a crisis, that’s when some are interested in getting out and that’s when we are interested in getting in.”
Bernard Arnault “I think in business, you have to learn to be patient. Maybe I’m not very patient myself. But I think that I’ve learned the most is be able to wait for something and get it when it’s the right time.”
Aristotle Onassis “After a certain point, money is meaningless. It ceases to be the goal. The game is what counts.”
Mukesh Ambani “I think that our fundamental belief is that for us growth is a way of life and we have to grow at all times.”
Ted Turner “I just love it when people say I can’t do it, there’s nothing that makes me feel better because all my life, people have said that I wasn’t going to make it.”
Ingvar Kamprad “Only those who are asleep make no mistakes.”
Sam Walton “Capital isn’t scarce; vision is.”
J. Paul Getty “I buy when other people are selling.”
Q: If you had 10 days and needed to make around $2500 at least with absolutely nothing lined up, what would you do? (I’m a freelance WordPress girl & do brand management so I’m thinking along those lines.)
A: Offer to help 10 people for FREE for small WordPress jobs. offer them your retainer contract.
One or two of them will convert to paying clients for Long term work/retainer.
Say you charge 500$ for retainer every month, then you need to find 5 clients for you to earn 2500 every month.
To get 5 clients, worst case you need to work 50 small jobs. Best case 25 small jobs. Within a week you could reach 2500/m in Long-term earnings!
As entrepreneurs, we need to focus on long-term earnings. Don’t focus on the short term, or else every month you will have a hard time finding work.
Let me tell you a story… There was this man who failed in business at the age of 21; He was defeated in a legislative race at 22 and then failed again in business at 24. At 26, he had to overcome the death of his sweetheart.
At the age of 27 he had a nervous breakdown; lost the congressional race at age 34; lost a senatorial election at the age of 45; failed to become vice-president at age 47; lost a senatorial race at age 49, and finally was elected President of the United States at age 52.
For most business owners the only goal is to make enough money to survive the current month and move on to the next month. The mentality of expecting instant gratification and the fear of setting goals or projections is one of the top reasons that make business owners struggle and adds to their stress.
Focussing on instant outcomes is natural. It’s because our brain naturally craves for instant gratification. Imagine this: I’m overweight, but I couldn’t resist eating two scoops of ice cream every day, yet I want to lose weight. In fact, I’m on a weight-loss program. Yes, eating two scoops of Baskin Robbins Dulce de Leche is fun for me. Yeah, I’ll be instantly happy. But, my overall goal is to lose weight. That’s not going to happen soon if I keep eating those two scoops of ice cream.
Like the story about how curiosity killed the cat, here instant gratification will kill my overall goal. Back in 2015, I was overweight. It took me six months to lose 31 pounds (17 kilos), and it took a lot of hard work, persistence, and loads of patience.
Nothing in life is easy… If you have been a business owner, you would’ve understood that by now. Everything that is worthy requires hard work, a tonne of persistence, loads of patience, saying no to many things.
So, if you are one of the many business owners who decided to give up on online marketing; Keep working for another 31 years like the man in my story above did until you succeed. (I’m just kidding!)
My goal is not just to tell you what you are doing wrong. I also want to equip you with the right tools and actionable information to move forward and see results far quicker than if you tried to do it all by yourself.
The situation and the mindset of an entrepreneur who’s just starting out would be different. Their priority would be to figure out a way to bring in sales.
So they join networking groups, attend trade shows, they cold call, knock doors, etc.; they hustle. All the guessing, hoping, and tactics could work. It could work in the beginning when they are focused only on customer acquisition.
But to make it work in the long term and bring it to a consistent revenue while managing all of the fulfillment, customer service, changing government regulations, and taxes is an entirely another thing on its own.
When you want to scale your business, you need to learn to take a step back and think strategically and adapt proven ways to move forward. Also, you need to add more resources such as people, ads, and systems.
It’s called working on your business; instead of working in your business.
When you scale your business, you would have to create training, systems, checklists, and standard operating procedures that would help you effectively delegate the tasks to your employees. So that they won’t fail at the functions, they are supposed to do.
An essential aspect of the delegation process that many business owners miss out on is the need to have metrics, analytics, and tracking.
The third most significant reason why online marketing fails is that business owners don’t set up proper success objectives, i.e. they don’t track, understand, and set up the right metrics.
It’s unfortunate how often business owners and even some marketing consultants move forward and end up disappointed with their results because they ran online marketing campaigns without setting proper success objectives.
Now, I want to introduce you to five metrics that every business owner should track to set objectives for marketing campaigns, as well as have a pulse on their business growth and to spot problems instantly and to act on them before getting into chaotic situations.
With these five metrics, you can devise your marketing plan effectively. You will have articulated goals and a strategy for action. You’ll be able to track all the aspects that affect your business growth.
I created the Business Growth Metrics Pentagon for Tracking and Measuring Small Business Online Marketing. It’s adapted from a proven framework by Dave McLure from the Tech Startup world. Dave is the founder of the business accelerator 500 Startups and a popular angel investor in the San Francisco Bay Area.
One of Dan Kennedy’s rules to transforming your business into a marketing powerhouse is to track, measure, and account for every marketing effort.
When you track and measure your marketing objectives; even if you fail in a campaign, you’ll be able to learn and improve your next campaign.
A popular quote from Seneca, the Roman Stoic philosopher, says, “No wind blows in favor of a ship without a destination”.
So set yourself up for success in online marketing by setting up the right objectives, and then tracking and measuring them.
So what are these “objectives”?
For you to understand the objectives, you need to understand the five metrics that are part of the Business Growth Metrics Pentagon. They are:
Attention defines the number of unique people reached by your message, website, or advertising.
Acquisition defines the number of visitors who got converted into a lead.
Revenue defines the % sales conversion, the number of sales made from the acquired leads.
Retention defines the engagement level of the existing leads, and repeat sales made from existing customers.
Referral metric defines the number of leads referred by existing leads and customers.
To have a working online marketing system that pulls leads and sales, you need to pay attention to all these metrics. You need to create systems that improve each of these aspects of your business.
It is a very logical and predictable approach to take when you define these metrics for your business.
Example Scenario: Your lead acquisition rate is 10%, it means that for every 100 visitors to your landing page you’ll have 10 leads. And you have a 20% sales conversion rate. i.e. For every 10 leads, you’ll have 2 sales made.
Example Objective: Get 100 Sales
Now that you have these metrics available at your disposal, you could set an objective to get 100 sales.
And then reverse engineer that number of sales to the number of visitors you’d need to produce that amount of sales.
Since your sales conversion rate is 20%, you’ll need 500 leads to get 100 sales. And since your lead acquisition rate is 10%, you’ll need 5000 visitors to get 500 leads.
Then create a Facebook Ad, Google Ad, or any other form of advertising to get those 5000 visitors.
Without this level of clarity, you’d never get anywhere. That’s why tracking these numbers and being on top of them is very important for your business growth.
Example Objective: Increase Conversion Rate
You could hire a copywriter to improve the sales conversion rate and the lead acquisition rate; So that you can get the same amount of sales with fewer visitors.
Once you define these metrics, these metrics would take the heavy lifting and drive your business while you can sit back and lead your business as an entrepreneur and not as a business owner.
You’ll know where you should spend your money on and you’ll know what is broke and when it broke. And, you’ll also be able to figure out what kind of help you’d need to solve what’s broken.
What I’ve been teaching you is to do online marketing the most effective way without wasting your marketing dollars and without getting overwhelmed by the information and technology overload that most gurus and the tool marketers are selling you.
I almost forgot to tell you who’s the man from the story… It was Abraham Lincoln. Would you dare call him a failure?
He could have quit anywhere along the line. But to Lincoln, his failures were a deviation, a learning, and not a dead end.
So, again if you failed with online marketing before. I empathize with you.
Coz I’ve been there and I have failed before in not one but 5 different businesses because I didn’t know the right way to get leads and sales online. But then I figured it out. It worked out for me. It worked out for my clients who implemented the system.
What I’ve been teaching you is the lessons I learned from my failures, and the frameworks that I created for myself and my clients to succeed in their online marketing.
All you need to become a market leader and to get a ton of leads and sales online is to have these three things in place for your business:
Create your Market Positioning Pentagon (Read Mistake #1 to learn more. Link is below…)
Create your Marketing Funnel (Read Mistake #2 to learn more.)
Set Campaign Goals, Track, Measure using the Business Growth Metrics Pentagon
Most entrepreneurs don’t understand the 3 Fundamental Pillars of the Internet Marketing Funnel.
One of the most painful mistakes that entrepreneurs make is that they try to re-invent the wheel and innovate their own marketing funnel.
Not because there is a need to, it’s because their ego tells them to do so.
Entrepreneurs crave for significance and sometimes their need to feel significant can get in the way of having certainty in business and in their life.
This is kinda similar to the number 1 mistake which is not getting professional help. (If you didn’t read it yet, then check my profile) It is much smarter to model your marketing based on proven frameworks and other successful campaigns from your competitors and similar industries.
“If you want to be successful, find someone who has achieved the results you want and copy what they do, and you’ll achieve the same results”, says Tony Robbins, New York Times Best-Selling Author, and World Renowned Business Strategist.
You might have heard the term “funnel hacking” from Russell Brunson, the founder of ClickFunnels. Funnel hacking is a tactical process to learn and build marketing funnels based on your competitor’s funnels.
There is something that these so-called “funnel hackers” miss. I’ll tell you more about that shortly…
We live in a more comfortable world now, with tools like ClickFunnels to quickly build websites, funnels, and landing pages…
And with advertising platforms like Facebook Ads to laser target and attract the relevant people to our websites, funnels, and landing pages.
During the times of direct-response back in the 1970s, a typical marketing campaign takes months of planning and thousands of dollars to mail out.
And another few months to reconcile the results from the campaign and assess the profitability.
Now with the power of the internet and these tools, it costs ZERO dollars or a few hundred dollars to test a marketing campaign and only a few hours or days to see the results to roll in.
Living in this era also has its cons…
We tend to ignore the fundamentals easily…
This is what these funnel hackers miss as well. They don’t consider the fundamentals of market positioning and messaging when funnel hacking.
Thus, even though they modeled a competitor’s funnel, they still won’t see similar results.
They don’t see similar success like their competitors… I’ll tell you why, but let’s go back in time again…
During the direct response times, marketers and copywriters spent many months in market research and testing the profit-market fit.
They had to understand their prospective customer’s emotional needs, worldviews, and validate their messaging before they sent the mass postal mails out or before they advertised it in a magazine or newspaper.
They spent months on research because the cost of failure could be in hundreds if not millions of dollars. So they had to be damn sure.
Thankfully, the cost of failure is not in the hundreds of thousands or millions in the online marketing world.
But, it does cost enough to sting a small business owner with limited funds. Apart from money it also requires energy and tests the resilience of entrepreneurs.
Loss of energy and mental resilience is one of the reasons entrepreneurs and small business owners give up online marketing and go back to focus on hustling. Some even give up on their business being unable to make it work.
Funnel hacking could give the funnel hackers a similar funnel, like their competitors…
But it doesn’t guarantee success…
Because, if the message in those pages is not relevant and doesn’t resonate to the prospective customers, if the copy does not convey the uniqueness, and if the message is not compelling for the prospects to take action, then the campaign will fail.
But you are in a better place because that’s what you will work on when you define your own Market Positioning Pentagon.
You gather the resources to create compelling marketing messages and sales copy. You collect the resources to be relevant to your leads and prospects. You will learn your customer’s emotions and world-view so that you can empathize with them.
There are three fundamental pillars of an online marketing funnel. They are:
First, You need a medium to reach and ATTRACT the attention of your ideal customers.
Second, You need a strategic process to build a relationship, the know-like-trust factor through engaging and educating, and CONNECT with the prospect.
Third, you need a method to CONVERT them into a paying customer or client.
Almost all of the online marketing tactics that you have heard of fall into one of these three fundamental pieces.
Example Attraction Tactics: * Facebook Ads * Adwords * SEO * Website * Landing Pages * Blog * Medium * LinkedIn * Facebook * Twitter * Pinterest * Solo Ads * JVs * Influencers
Example Connection Tactics: * Lead Magnets * Product Launch Formula ™️ * Email Marketing * Soap Opera Sequence ™️ * Facebook / Messenger Bots
Doing all or any of the above and spending money on marketing before you have the Market Positioning Pentagon defined and before understanding the fundamentals of a marketing funnel is as if throwing that money down the drain.
The Market Positioning Pentagon is a critical framework for your business and marketing. It’s the heart of your business.
The Market Positioning Pentagon lets you focus on the right things that appeal to your Customer and lets you have the unfair advantage over your competition.
If you have already done any of the tactics without understanding the fundamentals and not seen a profit yet, then I don’t blame you.
I blame the fake gurus or the slimy salespeople who didn’t ensure that you understood the fundamentals before selling you the courses, or ad campaigns.
But, let’s forget and forgive. And not get stuck in the past. Shall we?
Let us focus on the future of your business…
The only thing you need to build up now is hope.
Hope that you can be a market leader, Hope that you will be successful, Hope that you too can have a marketing system that works,
Hope that it’s not the end of the tunnel if you have failed before.
Effective Marketing is not complicated when you learn the fundamentals I teach in the Market Positioning Pentagon and define your Market Positioning Pentagon.
I have taken the responsibility to make it easy and simplify it for you. So that you don’t get overwhelmed.
Also, I am putting together a workbook to go along with the Market Positioning Pentagon so that you can immediately take action to define this for your business.