And you guys registered for the book launch that's coming up.

Did anyone notice a little checkbox on the opt and then said like, I want a VIP ticket or something like that?

Okay. So that created an absolute 16% increase in sales.

The checkbox did nothing. It just checked, there's, it changed nothing about the process.

You didn't see a different page. If you checked off a box saying you wanted

a VIP ticket, you were more likely to then on the next page when we said, want to be a VIP,

buy the VIP thing. And so the pre-framing is so powerful that the questions that you ask

have absolutely a huge effect on the likelihood of someone taking the purchase when they get the option.

All right, please tell me and welcome the author of the $100 million series,

host of the game, Mr. Alex Ramozy.

Thanks.

Thanks. Good morning. Yes? Super tactical? Okay, good.

It seems great, aren't they? Really good? Yeah. As I think about you guys kind of going home or getting on the plane, getting the car, getting the Uber, get in the hotel, wherever it is. You probably have a lot of notes from yesterday and today, right?

The thing is, is that most of the time, there are many good ideas that will come to you now and

tomorrow and weeks from now, but you have extremely limited resources in terms of your ability

to execute those. And so that comes from limited time, money,

and then also just operational capacity

within the talent that you have that exists within the business.

And so making sure that you select the highest return opportunity

is will dictate how fast you move as a business owner. And I think that that has

been responsible for the disproportionate speed that Layla and I have been able to grow the

companies that we own. And so I'll bring this point up, but I've had the distinct pleasure

...