I'll give you guys a little, a little fun book that you can read.

There's a book called Seven Powers, and it's from this guy, Hamilton Helmer.

And the whole book is this concept of these seven powers, these seven strategies, okay,

these moats that you can have.

One is branding.

Two is process power.

Okay.

Three is switching costs.

And I'm going to explain each of these.

Four is scale economies. Five is cornered resources and six network economies. Seven is counter positioning. So I'm going to start from the bottom. So counter positioning might be like a performance based pricing versus retainer. So that's different than most agencies as an example. Okay? Network effects would be like a meta, for example.

The more people that use the network, the more valuable it becomes,

like a Facebook or an Instagram, for example, or even a YouTube.

So cornered resources would be an example of, let's say,

you own like a copper mine or you own all the chips.

Like, for example, I think 97 own all the chips like for example i think um 97

percent of the um like making these really small chips are actually you can only do that in taiwan

for example like these nanometer based chips or whatever um and then switching costs agencies so

we can talk about this for a second but switching costs when you have when you do a lot of things

like uh like in an agency and they signed a long-term contract with you and you're just kind of locked you have, when you do a lot of things like a, like in an agency and

they signed a long-term contract with you and you're just kind of locked it. It's okay if you do

everything at like a B. You don't have to do everything at a plus, right? You do everything at a B.

Ideally, you're doing everything out of A, but it's hard. And then you have process power,

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