To say like, "Oh wow. Maybe I can do this." So that's the hard struggle parts, listening to other people's struggles is super helpful. But there are so many great books on marketing out there and I think that that's something that -- man, the screen printing industry is ugly. I'm just going to say it... it's gross. There are so many terrible-looking businesses in screen printing, you drive down the street all the time and you see these businesses, they don't represent their brand well. They probably haven't ever paid for a logo design. They just type something up, you know, or they stole some art or whatever. And the art on the walls is hideous. You know, like, look good. You know, I'm the type of person that like, I don't care a lot about my appearance that's why I probably look a little bit homeless to most of you guys, but when it comes to the brands, look cool. Be proud of who you are, you know? Be that company that you can walk into every day and say, hell yeah, I own this company or hell yeah, I work for this company. Be proud of it, you know? And that all comes with looking good. And, so go figure out how to look good. You know, “StoryBrand” by Donald Miller. It's probably the most talked-about book in our business over the last two years, it's been this eye-opening experience of all these people of like, "Oh crap. Like we have a story to tell, we should tell it." Maybe our customers will feel more attached to us if we talk about who we are as a company and who we are as people… I really like this book called “Setting the Table” by Danny Meyer. Danny Meyer is a restaurateur. He's the founder of Shake Shack which is a fast-food burger chain that's very good. But also, he's founded several very fine dining restaurants and his whole thing has his whole business strategy is a lot about culture, about customer service. What can you do to elevate your brands as a customer service brand? I think when I think of those types of things, I think about all the places that we go into. This is hard right now, right? But hopefully, you know, Coronavirus can be done at some point to go into businesses and look around and go into the businesses and figure out the ones that make you feel good. And then just look at them and say, what are they doing differently? My wife and I have four kids. If my wife is going to go out to eat somewhere without me... just her and the four kids, that's a big deal, right?That's hard work, you know, and if she's going to go somewhere, she's going to go somewhere that goes above and beyond. And where is that place for moms of children? It's Chick-fil-A. Why is it Chick-fil-A? Because the people working there go above and beyond a fast food service, right? They're going to walk to your table and say, “Ma'am, do you need a refill?” She knows she doesn't have to get up to go do things because they're going to look after her.
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