The Russell Brunson Show - (SOS) Planting Thought Seeds

Episode Date: November 10, 2023

While I'm driving to the Inner Circle, where I get to share all of the details from my Secrets of Success launch and the strategies that are changing the game, I wanted to talk about the insights from our first 'consumption challenge' covering "How To Get Anything You Want" by Elsie Lincoln Benedict. She shared the reasons we often plant seeds and see either huge success or failure, and it all has to do with the ground in the 'garden of your mind' and how you prepare your moods to stop their reaction and accept the new seeds you're planting. Let me know if you like this episode by taking a screenshot and tagging me, especially if you want a dedicated Secrets of Success podcast! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

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Travel moves us. Welcome to the Marketing Seekers podcast. My name is Russell Brunson, and I'm what you call a serial entrepreneur, but with a twist. You see, 50% of my time, I'm the CEO of ClickFunnels, helping over 100,000 brands to grow their companies with funnels. And the other 50% of my time, I'm actually in the trenches using ClickFunnels to grow the startups I believe in. During this podcast, I'll take you behind the scenes and show you how we are bootstrapping ClickFunnels and my other businesses from startup to nine figures and beyond. Welcome to the show.

Good morning, everybody. This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. You guys are in for a treat. This is one of those lucky rare moments where I am driving down to the inner circle meeting. And so we got some time to hang out and go deep on some things I'm thinking about and hopefully have some fun. So if you guys are up for that, let me know. I wish there was a way to get feedback in real time on a podcast. That's one of my favorite things about Facebook lives or Instagram lives is like you're getting feedback in real time from everybody where it's a little bit harder through podcasts, but I'm just imagining

you guys are pumped and you're fired up and you're going crazy and you're so excited like I am. So, uh, hopefully you are, if not, it's time to get in that state, time to get in that mode, time to get in that mood. Um, in fact, today we are going to be talking about moods, which, um, you know, who knows, maybe hopefully with the, with this. So those who've been following along, we just recently finished the secrets of success launch, man, which was so fun. Something I've been dreaming about for almost three years now and talking about and sharing and all the ideas and everything. And now three years later, it's come to fruition and it's been launched and we've got a lot of new members. You know, it's whenever you launch

something, people are like, what's your goal? What's your number? I'm like, I don't even know. If I got 10,000 members, I'd be insane. That'd be 100 bucks a month. That's a million dollars a month. We did not hit that goal, but we got close to half that goal, which is awesome,

especially for the first two weeks launch. And then we're going to start buying ads and growing and scaling and all the other things. But as of right now, just really, really excited. So anyway, but part of the launch is, um, inside of the members there, we're doing a book club. In fact, I wish I could just spend like two hours with you guys. So inner circle this morning, um, we're heading down, I'm heading down right now. And, um, I'm doing like a two hour session this morning, going through everything involved in the secret

success launch, what we did, why we did it, all kinds of stuff. So we have some really cool things that, again, I would need two hours to go into it. So I'm not going to be able to share all those things. But one of the big pieces of the launch was I'm trying to get people, like there's this concept called consumption theory. How do you get your people to learn how to consume something, right? And I remember back, man, this is back almost 20 years ago. I was flying an airplane and Alex Mendoza had made a teleseminar or something

teaching this concept he called consumption theory. I remember I had transcribed it. I printed it out. I had it on the plane with me. I was reading it flying somewhere. I don't even know, but I do remember reading it. He talked about how the goal is like how do you get people to actually consume what it is you're selling, right?

And it was interesting because he talked about – I think it was Pert Plus or some shampoo company, right? The shampoo company people were using and they were washing their hair once a week. And they're like, oh, this is good. But how do we get them to consume more? And so they added on the bottle like use daily. And then all of a sudden consumption went from once a week to once a day. And then they're like, how do we increase consumption again? So they added rinse, repeat or a rinse repeat or something like that. So then

people start using it three or four times while they're in the shower and increase consumption and grew their company. Right. And so it was interesting though, but it's like, how do you get people to consume? And one of the biggest things you do to get people to consume is to actually use the product. Right. And so the same thing that we do is I click funnels, right? Someone comes in, we have different challenges and things to get people to actually consume the product, to start using it. They start using it, then they're going to stick with it, right? And it's interesting because, in fact, you'll see we're about three weeks away from launching

the brand new One Funnel Away Challenge. And the entire goal of that challenge is what I call operation consumption. How do we get people to consume the product? Because they consume, they never leave. And so that's the goal. But anyway, I digress. So in the middle of the launch, I wanted to get people to actually consume the product. If they're not consuming the product, they're not likely to use the product.

And so we did a little mini challenge in the middle of the launch, which was all about the book club. So each month we're picking a new book. And so of all the books that I was most excited about reading, of the 15,000 books I bought in the last two years, the one I was most excited to read personally to go deep in was a book called, uh, how to get anything, how to get anything by Elsie Lincoln Benedict, who is my favorite author. She's amazing. Anyway, and this is book set and there's a whole story behind it. We found it and like there were missing booklets and anyway, this whole thing. So there's a whole story behind it. We found it and they were missing booklets. And anyway, this whole thing. So there's a whole story behind it. So we launched the story.

And then from there, we launched a challenge. It was just a three-day challenge where someone can register and come in and do, you know, to go deep on the book with me. And so we promoted that to everybody. We ended up getting, man, almost 35,000, 4,000 people, somewhere in there, to register for this little mini challenge.

They registered for the challenge, the thank you page. We had a MIFGI offer, so Lynchpin 101 that worked. We got a lot more people to join through that. That was a useful exercise as well. The number two is it gave me the ability to help them to consume, to see the value of what we were actually selling. What we did is,. And so, um, what we did is day number one,

I had Joe Vitale. He's a huge Elsie Lincoln Benedict fan, huge book fan. He loves this book. And so me and him got on and we talked about the book. Why so cool. And Elsie and like, and so we geeked out on two of the books from the book set,

which is, you know, two books with basically two chapters. And then, um, the next day, Eileen Wilder got on with me and we also had, uh,

Heather Benedict, who's Elsie Lincoln Benedict's great granddaughter. They jumped on and we talked about more stuff. We covered book three and four, which is exciting. And the next day, Annie Grace come on, we talked about book number one and two. And each day was just basically, it wasn't never a hard push. It was just like, like, here's this, you know, here's what the book's about and why it's cool. And like getting people excited, like we're doing this book club, like go sign up and pushing back the members, pushing back the members, just keep pushing people in. And so what happened from that is people who are in the members area who are already members

like, Oh, this is what we do inside of, inside of secret success is the book club. And we can hang out, we get to talk about books and we get to like, Oh, this is actually really, really cool. Right? So they, they consumed it, enjoyed the, hopefully enjoyed the process and got them into the book club, which actually starts today as of the time that I'm recording this. Um, and then we're just, it's a seven week book club. We're going to be going through the 14 books inside this book set, um, two books each week, and it's going to be awesome. So that's kind of what's happening

right now, um, is today they're all starting, uh, chapter one, chapter two. So, um, anyway, that's exciting, but they got people to actually consume the product. Right. Um, and then at the end, obviously we had to push to get people into the book club and we sold some more memberships. Um, but mostly it was to help them to, to, to experience the consumption of like, how cool can this be as a group of us talk about a book. And one of the things we're gonna be doing is doing something like this once a month to continue to train consumption. Um, so it won't be just a one-time thing, but a continual consumption training mechanism. So that's kind of how we're, we're going to be structuring that.

It's going to be really fun. Um, yeah, for me and for everybody. And so, um, but anyway, I digress. The thing I wanted to actually talk about on this call was none of this. So hopefully you're on this podcast, but hopefully you got some value from that, uh, for yourselves. What I wanted to actually talk about was more specifically, more specifically the first book in LC's book series. So, and maybe this is me secret ninja-ing to push you guys to go join the book club at secretsofsuccess.com slash round pegs. I don't know, maybe it's me, maybe not, but if you're not part of it, you should be like, what are you thinking? It's

insane. It's so cool over there. Anyway, so that's kind of what we're doing over there. But I want to talk about book number one because it's had like a profound impact on me. I've been thinking about it so much over the last couple of days. And yeah, so I just, I want to talk to you about it because I keep thinking about it. I want to talk to somebody about it. So it's interesting because most of the books I'm buying and studying, right? The time periods like from 1850s, 1950s, kind of in that window. And you could even shrink it's closer to, you know, 1900 1900s to 1930s like that's kind of more so the window but that this was a moment in time that

was known as the new thought movement and i was talking about how like you know there's different there's different movements that we hear about um especially from success and philosophy and things like that right there's like the stoic era, Stoic movement, there's the Enlightenment, there's the Renaissance, there's different things, right? And it's fun because Ryan Holiday has been obsessed with the Stoic movement. He talks about that all the time. He talks about, you know, Marcus Aurelius and Seneca and all these amazing writers and emperors and people during that time who were the philosophers who left some amazing principles behind for all of us. And so I've been watching what Ryan's doing. It's so cool. And like what he's been doing is what I

want to do from this time period of like the 1900s, 1930s, like the new thought movement. It's interesting because most of the writers in the new thought movement are all talking about thinking and changing life, you know, think and grow rich, think and, you know, it's all thought things. And which is cool. And I love that. Like I love thought, I love subconscious mind. I love like all that stuff. Like I could geek out on that for years. Like it's my favorite stuff to talk about. Right. Um, but what Elsie leads the book in, I remember like actually when I first read it, I was like, ah, she's off. She doesn't know what she's talking about. She's crazy. But she said, um, in chapter number one of how to get anything you want. So this whole book about

how to get anything you want. Right. Which book about how to get anything you want, right? Which again is one of my favorite books in history of all time. But anyway, in, in chapter number one, she talks about how like it's not your thoughts that, that affect everything. She's like, it's your mood. It's your mood about something, your feelings about something. And it's your feelings, not your thoughts that affect what you do and what you don't do.

And again, first I kind of fought that, but then as I've been talking more and more about that for the last couple of months since I read that, and then the book club this week is fun. I actually with day number three with Annie Grace, we talked about this a lot and it was interesting cause we talked to how like, if you think about anything in your life, you already have a mood associated with it, a mood or a feeling, let's say. A mood may not connect with you. I know that was a harder word for me to connect with. Feelings was easier to connect with, but mood's the same thing, right? Your mood or your feelings. And so when you hear something, like you hear, I want to make a million dollars, there's instantly a mood or a feeling associated with that inside of your subconscious mind, inside your body that you can feel, right?

And it's based on the thought seeds have been planted throughout your life. And so you see this a lot of times where someone who grew up in a successful home, uh, where their parents are successful, their family, everyone's successful. Like for them, like making money is easy when they hear something like, I want to make a million dollars. They're like, cool, I can go do that. Like it's just because, you know, decades of these thought seeds of money's easy, you know, making money is good. Like it's good to have my, like those things have been planted for so long. That's just like the mood or the seeds of money's easy, making money's good, it's good to have money. Those things have been planted for so long, it's just the mood or the feeling about money

is like, oh, cool, and it's easier for them to do it. Whereas other people who their whole life, maybe they grew up in poverty or they had parents who struggled or whatever, and they've heard that it's hard to live paycheck by paycheck. Only people who have money are people who are cheating and stealing or whatever. They hear these things, right? And they hear these thoughts that are planted. They call them, uh, I also call them thought seeds and these thought seeds are planted in your subconscious mind over time.

It's now 20 years later, you come to Funnel Hiking Live, you see all these people winning two comic club awards and consciously like, I want to win a two comic club award. But then subconsciously the mood that you have attached to making a million dollars has been, has been planted over and over and over again. It's just like, Oh, like you are not going to be someone who can make a million dollars has been planted over and over and over again. It's just like, oh, you are not going to be someone who can make a million dollars. It's going to be hard. It's going to be painful. It's not going to be good.

You're going to have to cheat people. You're going to have to steal. You're going to have to whatever. All the things that your subconscious mind or your body has now believed because of years of suggestion and conditioning. And so that's the interesting thing. And this is true in any area of life. So I started thinking about with everything in my life. I started thinking about

with each of my kids, what is the thought feelings? What is the feelings, the mood to come up when I think about each of these kids, which is a really fascinating thing to do. And I thought about my wife. I thought about my friends. I thought about situations like going to the office or going to my library or going home after work or going to the wrestling room and going to the gym. Like what are the, what are the moods associated with going to the gym right now? And these things can change throughout life, right? But it's like, what's the mood you instantly have? So I've been actually sitting down and writing these things out. And it's fascinating when I, when I become conscious and aware of them, like, Oh my gosh, every time I think about this person or this situation,

like I feel this way, I feel sick to my stomach. I feel anxious. I feel, you know, I feel excited. I feel like enthusiastic. I feel like there's a feeling associated, right? And the feeling is going to determine what you do or you don't do more so than your thoughts. Your thoughts like, I want to make a million dollars. I consciously, I'm gonna make a million dollars. You're consciously gonna do this thing. But subconsciously you've got 20 years of suggestion and conditioning telling you that making a million dollars will make you a bad person right like how do you overcome that and anyway so that was like the fascinating thing and so then my question has been that it's like well how do you overcome that how do you if i've got at least this mood or this thing how do i change

that and there's a couple really i mean there's so many things we can go talk about this for days but there was there were a couple really cool things that were interesting to me number one was talked about how these thought seeds these are seeds are placed in the garden of your mind, right? Your subconscious is like a garden and it doesn't grow by itself. Like you place these thought seeds and these thought seeds develop the moods and develop the feelings associated with something, right? And so it was interesting because this goes back now to Earl Nightingale, who was in the 1950s. It's a little later, but still one of my favorites. So he had, in fact, last year, Circle Me, I was like on the same drive.

I was telling you guys the story about The Strangest Secret and Earl Nightingale and how that whole recording and thing became. Anyway, so go back and listen to that episode. It was really cool. The Strangest Secret by Earl Nightingale. That's the name of the record he recorded. I did a whole podcast episode last time I was driving, talking about the story behind that. But anyway, in the audio, The Strangest Secret, if you watch it, he talks about how our subconscious mind is like a garden and we're planting these seeds. And it's like it doesn't matter what seeds you plant.

You can plant seeds like nightshade. You can plant nightshade, which is a deadly plant. It'll grow plant it'll grow it'll grow well right because it doesn't care what you plant it just grows like it it amplifies and grows the thing you plant so you can plant deadly the season will grow deadly things but if you plant positive things it'll grow positive things doesn't matter what it doesn't care what you plant it's just gonna it's gonna grow whatever you plant and so as i was thinking about this with um with elsie in our moods and like,

you know, right now we're thinking about, um, or we're, uh, you know, we're, we're planting these throughout time, all these like thought seeds have been planted, right. Which is what is cultivated the feelings and moods we already have. So the first thing is understand like we are the gardener, like we are able to cultivate and to prune our gardens and to dig out the weeds, all that kind of stuff. So the first thing is after you become aware of it, you're like, okay, I have this garden. How do I change this? And part of it was just like, let's say she talks about how our patterns are like these subconscious ruts, right? Where you're going through the garden over and over and over again with the same tractor

that builds these deep ruts, right? If you keep going over those same things, then the ruts keep getting deeper and over and over again with the same with the same tractor builds these deep ruts right if you keep going over those same things then it's gonna keep the ruts keeping in deeper deeper deeper so the way for you to stop going over that is to just stop cultivating it so stop planting those seeds if you stop planting the you know stop planting the seeds that are that are causing or not planting seeds but maybe the analogy breaks down a little bit but basically it's like if you want to if you want to change the the feelings that are, that are turning into these patterns, these, these ruts in your subconscious mind, you got to stop putting things into it, right? You got to stop fueling it. You got to stop planning this or whatever it is. Right. And if you stop it, it'll grow over. And that was like,

one thing is just stopping. So it's like being aware of like, and I was thinking about this with one of my kids, by the way, who I love immensely, but it's been causing a lot of stress and anxiety in my life for the last, well, a few years. But like, I was thinking about the mood that I feel and I was like, oh my gosh, when I think about this amazing child of mine, my mood is like stress and anxiety and worry and all these kinds of things. And so every time I think the name, boom, it comes up again. And it's like me going back over the ruts to dig this pattern deeper, deeper, deeper. So number one thing I have to do if I want to stop this and actually be able to serve him in a way

that I can't because I can't serve him from the incorrect moods, I have to become aware of it and then stop doing what I'm doing. So when I think about them, I have to stop going into this pattern. And if I stopped going into this pattern of stress, worry, anxiety, all that kind of stuff, then it'll grow over. I don't know how she said it. She said really cool. But basically my mind, like the visual I have is like, it'll grow back over and these ruts will disappear. So that's the first thing. Stop, stop fueling it. Right. Stop giving it time, energy, attention, energy, stuff like that. Like, stop doing that. So that's number one. So every time I think about this person now, I've been consciously thinking, I get to think about

them. I got like, I stopped thinking about like, oh, and instead now here's where thought comes in. Thought, she kept calling them thought seeds. You start planting these thought seeds into your mind. So you plant these thought seeds into your mind of like, oh my gosh, I love this person. I'm so grateful. I like thinking about all the cool things and the best things and start planting these thought seeds. And by planting the thought seeds, it starts growing a different mood, right? Because if I think about, anyway, a kid or a situation or whatever, and money, relationships, whatever your thing is that you're trying to pursue, and the thoughts are wrong, it gets really hard to pursue it.

So it's like to pursue money in a state where you're scared of money because your faith is going to destroy you, you cannot pursue that successfully. It's impossible, right? So first you have to do is stop giving it energy um like if they catch yourself in the pattern stop giving it energy and then in that time that's when you plant the thought seeds of the positive energy because now you come in and you have the positive thing like if you can change it's like oh money actually is really cool this is the tool i do deserve i am worthy of it like this isn't something for people who are evil this is for people who are good. This is like,

you know, you start planting those thought seeds over time. That's the plant that will start growing. Now, as you're pursuing making money, your subconscious mind is not going to be deteriorate, like, like,

um, you know, self imploding you and keeping you from being successful in all the things that happen traditionally because, because you've, you've cultivated the garden correctly. Does that make sense? And so like,

again, I read that from her. I was just like, it was so new. Initially I was like, no, like my thoughts are all that matters, Does that make sense? And so like, again, I read that from her. I was just like, it was so new. And initially I was like, no, like my thoughts are all that matters. But it's not. It's like, it's the seeds have been planted for so long. It's like they create the moods and the moods are actually what dictates where you're doing and where you're going.

So it's learning how to stop the mood, plant new thought seeds, let the old stuff grow back over and consciously choose those things. Anyway, so I don't know about you, but for me, it gave me so much power, like understanding that. And so for me, I'm like sitting down, like writing out, like these are the things. These are all the situations. These are the moods and feelings I have associated with them. And I got to figure out how to stop those things and plant the actual thought seeds that I want. And over time cultivate that and it'll change the mood that I have, the predominant mood or

feeling I have about a topic or a person or a thing or a situation. And then when I enter that situation through that lens, through that feeling, now I can actually be successful. Cause your subconscious mind will find ways to self-sabotage for you. If, if it believes that you are going into danger. I see this all the time. People are like, I'm going to be successful. I'm going to be a Commonwealth Cup winner. And their subconscious mind is looking for every way possible to destroy them, to pull them down, to make sure that they don't pursue this thing.

They go to Funnel Hockey Live and they consciously decide, I'm going to do this thing. I'm going to move forward in the coaching program. And then within days or sometimes weeks of joining, their sub has convinced them, helped them understand like, you are not going to be successful. This is not going to be good for you. And it's helping them to figure out how to fail and back out. I'm like, I don't have time for this. I don't have this. And they're like, all these excuses come up because your subconscious mind has been told for 20 years through suggestion and through all these things that you're not capable of doing this. Or that if you do this, it's going to be bad. Or there's fear, there's pain associated, and it's going

to try to get you to not do it. And those are the people who don't have success. The people who do have success are those who are able to rewrite and change the moods and the feelings. So how do you rewrite them? So number one is like in that window between when the thought comes and the reaction comes, it's like you got to plant the thought seeds. And there's a phrase that was used a lot in the early 1900s that people don't use nowadays, but they call it auto-suggestion. And so suggestion is like,

again, you get suggested stuff all the time. People around you from music, from movies, like they're all like media, they're all suggesting things. Social media is suggesting things to your mind, right? And you're sub-contra minds taking these suggestions and planting these little thought seeds. And that's what's interesting.

So that's number one. Then you step back from that. What auto-suggestion is, is you consciously saying, I'm going to plant these thought seeds. I'm going to plant these things, right? And so now it's like, we're coming back saying, okay, what are the thought seeds I need to plant here to cultivate what I actually want?

And that is where the power is, auto-suggestion, right? And so what else he talks about in book number three, I believe four, maybe it's four was she goes deep into auto suggestion, which is interesting because Napoleon Hill talks a lot about auto suggestion. I think at the time that was like the thing that people talked about today. And you don't hear people talk about that, but auto suggestions is this idea or this concept of, um, of figuring out the things that, that you want to be thinking and saying and planting those things in. Tony Robbins calls these incantations. Other people call them affirmations, positive affirmations, whatever you want to do.

But some of those things are cheesy. They come off as motivational. You can do it, but it's not that. It's auto-suggestions. What are the things, the thought seeds I need to plant in my mind to cultivate the moods and the feelings I need so when I go in situations, I'm able to perform. Hey, Funnel Hackers, let's be real. How many of you have forgotten about subscriptions and you keep paying for these things month after month after month? That was my wife and I before Rocket Money came along.

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Support the show, save time and find your next hire faster. Remember, when it comes to hiring, indeed, it's all that you need. So anyway, I have so much fun, you guys. I'm loving it. It's interesting. It's like I've been doing this now. I've been 20 years now teaching business entrepreneurship, and I love it. But I'm also like, I don't know what else to say. Like, I feel like even the linchpins, like this is kind of like the last, like, like

my last big, like new framework innovation. And now it's like I think the way I serve I'm gonna be able to serve entrepreneurs more so it's less of like more frameworks more ideas more concepts you know get I've given you guys dot-com secrets and expert secrets and traffic secrets I'll give you FHL I've given you every course I'm giving you the perfect webinar I've given you you know yeah all the things I got the linchpin now like all the stuff I got it's like I don't think I'm gonna develop more frameworks inside of marketing.

I feel like what you guys have, what we have, we can all change the world in those things. I think the way I'm going to serve entrepreneurs in the next level is really helping more so with this stuff. That's what I'm excited for. Anyway, I'm thinking about starting a new podcast. I'm going to continue to do marketing secrets because it's fun, but I'm going to have this weird crossover. Today, for example, I did talk about marketing the first 10 minutes or five or six minutes, but I went more into success and personal development and stuff like that. And I kind of want to, I don't know, I kind of want to separate these two different places.

So if you are like hardcore, I just want the marketing stuff, you can get it here. But if you do want more of the success stuff, you could get it some more separate. So I'm contemplating launching a secrets of success podcast where I just go deep in these kind of things. So I'm curious. How many of you guys would be interested in that? If you would be, let me know. Take a screenshot of this and tag me in social or whatever. Say, Russell, yes, please.

Please do the Secrets of Success podcast. We want some more of this. Or if you're like, no, this is boring. I just want marketing stuff. Tell me how to sell more crap. Then I get that too. Let me know. But these are things I'm most passionate about and most excited for right now and excited to share. So think about

launching another podcast and I would do basically one a week of marketing stuff, one a week of secret success. And then that way you expect one or both. Um, and honestly, I think, you know, the goal of secret success is to, is to deal with the psychological battle inside of our minds. Tony Robbins says that everything is 80% psychology, 20% the tactics. And I feel like Marketing Secrets is the 20% of tactics on how to do the thing, whereas Secrets to Success is the psychology, the 20% inside your brain to help unlock what you need to do so you can be successful. So anyway, that's my thoughts. I'm not committed to it yet, but I'm thinking about it. So it'll be a lot of fun.

So, all right. With that said, I am almost to inner circle. I'm going to go end this podcast right now. I'm gonna go hanging out with those guys for the next two days of inner circle. And then I got three days with the Atlas category team groups. So I'm gonna go do that. And hopefully you guys are enjoying life and enjoying business and personal development, all the things.

I know we're in a crazy, sad time. And I feel like there's a lot of stress and anxiety and a lot of, I don't know, it's definitely a hard season right now, I think for most of us. And I think that the best thing we can be doing is creating and growing and changing people's lives and trying to bring positivity and hope in a world that has little right now. So I'm going to try to do that. I encourage you to do it as well. With that said, I appreciate you all. Thanks for being part of this movement, part of what we do.

And I'll talk to y'all soon. Bye, everybody.