I want to talk about momentum in your business and specifically around losing momentum in your business

and the danger of that. And it's something that I see happens in a few different scenarios, which I'm going to go into.

But I want to start off by just having us think about what keeps momentum going in our business.

And if we think about what even does momentum mean, so I looked up the definition, and it's the strength or force gained by motion

or by a series of events. So in your business, what creates motion or forward traction? And what are the

events that you've experienced in the past that have led to

motion or momentum in your business? I wanted to share a story about when I used to train for

triathlons. And this is, oh my gosh, going back over 20 years. So I grew up as a competitive swimmer. So the swimming in triathlons, and this is, oh my gosh, going back over 20 years so, I grew up as a competitive

swimmer, so the swimming in trathlons was not hard for me. So what I need, not that I didn't

work on it, but I need to work on my running and biking especially because I had not

ridden a bike since I was a child. So I started training with a triathlon club,

and we would go on these really long Saturday morning bike rides,

about three hours or so of cycling through the city,

and then we would end up back in this canyon.

It's called Santiago Canyon,

if you've ever been to Orange County, California and been around there.

So when we would be riding, there were hills, and we would go up, we'd climb up, and then we'd go down.

And then, you know, there was a series of, say, four or five of these.

And what was really fun was that once you got to the top, you could just coast down.

And we had those kind of bikes where you had these handlebars that you could lean out and kind

of almost ducked down and really just fly down that hill. But what would happen is you'd get to the bottom and you'd

start to go up the next hill. And if you did not keep peddling, what would happen? You would

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