Marketing, today's book of the day, market like you mean it. Engage customers,

create brand believers, not believers, not just a beaver, and gain fans for

everything you sell by Al, Louton Slogger. That is not an easy name. You know, I'll

try to read a book a day so I was finishing this up before I hit the bed and

it's a pretty fascinating book. Whatever you want to do, you got to be good at

marketing. Marketing is by far the least appreciated, although people do kind of

get it but they don't get how important marketing is. If you don't believe me

look at like shows like Shark Tank, everybody's all about the ideas, like the idea,

the idea, the idea. I need to raise capital with this stuff and I go into business

completely backwards. I'm more like when I have an idea, I try to have a

simultaneous thought is this thing marketable because we call it CPA. For those

who know about marketing, maybe a little more advanced CPAs, cost per acquisition of

a customer. So you can have the greatest idea ever. You're like in a patent, I

don't know, self-driving car. But if the cost to get a person to switch from

their gas powered car to your and self and their car, they drive themselves to

your self-powered car is going to cost $50,000 and you can only sell the car

for $40,000, you're dead in the water before you even launch the business. And so

your cost to CPAs directly related to your skill at marketing. It's related

to other factors too. Like the zeitgeist of the world we live in, the amount of

pragmatists versus people who are early adopters and so on. But that's for

another more advanced conversation. What I want to talk about today is three

little points in this book that might be helpful to you. So the first one,

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