Value-First in 2026: Five Revelations with Casey Hawkins

[00:02] **Introduction** Chris Carolan: Good afternoon, LinkedIn friends, Value-First Nation. Happy Friday and happy New Year. It is January 2nd, 2026. I'm here with Casey Hawkins today to, uh, discuss some thoughts, some revelations, maybe some predictions, uh, as we look into 2026. How you doing, Casey?

[00:39] **New Year's Resolutions** Casey Hawkins: I am doing well. Um, Chris, do you do New Year's resolutions or anything like that? Chris Carolan: I do not. Casey Hawkins: I would have been surprised. I really would have felt like it would have been a real plot twist if you were like, yes, actually here is let me give you my journal. I've been journaling. Chris Carolan: Yeah, in the past I have had journaling as a New Year's resolution. Um, never delivered ever. Casey Hawkins: [laughs] Chris Carolan: So, uh, yeah. I found enough stuff at this point that says it's okay and maybe suggests not to have, uh, resolutions, um, that I'm comfortable not having any now and admitting that fact. Casey Hawkins: That's good. Casey Hawkins: I have a friend that does like a word. I've always liked that even though I think I did on last year and I don't remember what I picked, so I guess it didn't stick. Chris Carolan: Yeah. Chris Carolan: Yep. Um, all I know is whatever you do, you're supposed to do it with intention and purpose and all that good stuff. Um, and I'm enjoying life, uh, right now, if I'm being honest, thanks to our AI friends and getting to do all this content and education and, you know, it's also creating pipeline and revenue in ways that it never has before. Casey Hawkins: Mhm. Chris Carolan: So, I feel like, uh, you know, the resolution, um, I mean, I'll just share my, my plan in life right now, is just to design a life that I want to live. And I feel like I can do that thanks to AI now.

[02:55] **AI Native Transformation** Chris Carolan: So, uh, yeah. Um, meanwhile, a big part of that is helping everybody around us, uh, do, uh, what I'm going to refer to is an AI native transformation. Casey Hawkins: [chuckles] Right. Casey Hawkins: For anyone watching. Chris Carolan: Go ahead. Casey Hawkins: For anyone watching, I usually don't tell Chris what I'm going to say before we start this and then he has to just connect whatever comes out of my brain to what we're actually supposed to talk about. Chris Carolan: Yep. And that's what I'm good at. I've got uh, like, you know, 700 episodes of Value-First and let's build under my belt now. Uh, I've always had a knack for that, honestly, just connecting dots that most people won't connect, whether they should be connected or not remains to be seen. Um, but it's easier than ever to do that with AI now. Uh, seeing patterns in places and trying to apply them to new places, kind of my jam. So, I'll give you your best shot today, Casey. Um, and this started last year, uh, when I was doing a bunch of content for like, uh, what I called your customerplatform.com and like trying to figure out ways to get people to wake up to what was about to happen with profoundly and just like how do we break free from industrial thought processes and now I think it's more important than ever. So this is like my second, second time doing this. Um, when I said I wanted to do something like this with you, what was your first what first came to mind? Casey Hawkins: Um, well, I'll slack you this. My actual immediate thought was, I guess I need to start forming some opinions about 2026. Chris Carolan: [laughs] Yeah. Casey Hawkins: Sure. Chris Carolan: If you want, if you want. Casey Hawkins: Um, and then after that, I also thought, I guess I should catch up on reading the stuff that Chris has sent me over the last week. Chris Carolan: [laughs] Casey Hawkins: Um, so I watched a couple of things, um, while playing Sims in the background. Chris Carolan: There you go. Was one of those things the uh, the one I did last year? Casey Hawkins: No. Just curious. Okay. Casey Hawkins: Nope, this is all new to me. Chris Carolan: In the very [inaudible]. Casey Hawkins: That would have been a smart way to prepare. Um, no, I think it's better to have you not prepared. Um, because then it can just most people at this point tell me, they don't say I need to be put in my place, uh, but it kind of sounds like it sometimes, uh, that I'm all in like Cloud nine and nobody understands what I'm talking about. Thankfully people like you and Riley and Clement. Casey Hawkins: [laughs] It's like is that why you were like I'll have Casey come. Chris Carolan: Have, uh, know how to ask ask me to calm it down a little bit, uh, or or get me to translate it into practical terms. Uh, so I'm getting better at that. Chris Carolan: Um, so yeah, we're going to do that today, uh, and I spent a lot of time last year describing the difference between revelations and predictions. Um, I won't take as much this year, but I think it's a key distinction because most people are talking in predictions mode and a lot of what we're already seeing and what we're already helping people with, like it's it's a thing. Like these aren't predictions. So, like we're not guessing on what might happen in most of these cases. We might talk about it at length enough to make some guesses related to to each of the five, but for the most part, um, these are already truths in in my opinion. Um, and we'll start with the first one. Um, we've been talking about this since, I mean in content terms, like all of last year, basically, and we did a data summit, the Value-First data summit about it. But on Wednesday of this week, so December 31st, I had another, uh, I was brought in to coach, you know, for HubSpot and the client mentions, uh, our board or the leadership team has decided once again that unified data context layer is a good idea. That's something that they should do. Uh, and she said it just like that, like again, like the third or fourth time that they've decided that and it's, uh, it's time to act. Um, and we talked about it in a number of ways, but basically and we're going to talk about unification, um, via platform later, later in the chat. But this has to have like unified data context already happens all the time. It's just somebody at the last second spending seven hours on a slide deck, uh, like one-off presentations and spreadsheets that get made for board meetings so that everybody can decide, okay, we need we need unified data context. Casey Hawkins: Mhm. Chris Carolan: And then no action is taken. Casey Hawkins: Mhm. Chris Carolan: Um, does this sound familiar to you, Casey? Casey Hawkins: Yeah. For you use the term unified data a lot. I mean it's probably like, you know, if you wanted to do a bingo card of words from Chris Carolan, I would recommend putting unified data on there. Um, if you want to win, I guess. Can you or maybe can I explain it and make sure I understand what unified data means? Um, and I what I think unified data means is that the you can see the data for the full life cycle of the person, human, customer. Um, where you see their pre-sales activity, anything that happened there. You see their sales activities and then like the post-initial sale at least activities, um, any like if it's an app, for example, what they're um, actually using in the app. Um, and that in theory would show you like if they're likely to upgrade and things like that. Chris Carolan: Yeah. Casey Hawkins: Okay. Chris Carolan: Yep. Casey Hawkins: Great. Chris Carolan: I mean, data is one of the words, but ultimately ultimately it's the context. And I think what was interesting and so the shift here, the revolution revelation needs to be like it's not a tool. It's not a tool problem, it's not an AI problem. It's not something AI is going to magically solve for you. Um, during this conversation on Wednesday, I heard tool names. Casey Hawkins: Mhm. Chris Carolan: Like HubSpot and Salesforce and Gainsight and Google and like constantly like a hundred times before I started, uh, sharing my thoughts. And everybody, like when you say that out loud, it's like, oh yeah. Yeah, we know it's not a tool problem. So it's like doesn't matter if it's HubSpot or Salesforce, when you like on the bottom here it says leaders approve data initiatives, ICs individual contributors are the ones manually assembling them for the unified views because they're allowed or forced to think in terms of tools for my team, for me. Um, either, uh, like everybody has a separate an initiative to unified data. So customer success is going to use their platform and sales is going to use their platform and marketing is going to use their platform, or the business tries to like ERP it up and put it all in one platform that nobody likes to use, so then everybody out everybody brings their own tools to actually get the job done. And then, you know at the end of the end of the month you're asked for the for the two or three slides from everybody that then a leader puts together in like a hundred slide deck that then creates like a unified context, right? Um, so we're already seeing everybody recognizing it, but it's still hard to act because SAS doesn't help you like know what to do next. Casey Hawkins: I think one of the things that drives me the most crazy as a like hub in a HubSpot when I'm working in a HubSpot admin role, um, is I feel like people want to people are constantly asking me to automate things and I often find myself in these positions where I'm like, should we? Like I'm doing a lot here to automate something so that it's going to be worse than like like you said, individual contributors manually assembling their views. I think and we've talked about this a lot with like when we talk about scoring, if we give visibility into what's being scored, then we're giving the individual contributors the options or the visibility into seeing, okay, that is good or bad or wrong in a way that if we in a way that most organizations are usually just they just want they don't want to see how the sausage is made. Chris Carolan: Right. They don't need it. Casey Hawkins: They just want the need it. Chris Carolan: They just want the output, right? Casey Hawkins: Indeed. Chris Carolan: And that's where, um, there we go. Okay, I know how to use technology. Casey Hawkins: It's the 2nd of January. This is when we all remember what our jobs are. Chris Carolan: I'm also using like a second screen that's like from 2011, uh, and has wonderful resolution. Um, but anyway, uh, that was a great setup actually for Revelation number two. Um, Casey Hawkins: As I intended. Chris Carolan: Right? Because everybody's asking for automation often because they're being forced to do this, like how do I get the seven hours per slide down to two hours? Like, AI is supposed to be able to do that for me, right? And if we're stuck here, like thinking that we should be spending any time on a slide because we have to manually assemble, we're starting from the wrong place, right? Because AI can help you do that. Um, but I had a great chat trying to starting to define AI native with George and Nico earlier this morning. And I'm trying to break it down like industrial mindset versus AI native mindset. Like at the industrial mindset is what we just described where, oh, I have this shitty task I need to do, how can AI help me do that task, right? So, same keyboard, more typing, um, instead of, hey, maybe AI can make it so we don't even have to do this thing. Right? And over the past two weeks alone what I've learned with AI has been just ridiculous and um, example I shared this morning was, uh, this this is now live streaming on thevaluefirstteam.com website, uh, as another as another, um, destination coming from stream yard alongside LinkedIn and YouTube. And I was able to build that into the website. And when I was asking Gemini for, um, for how to do that, how to, it started with actual video hosting, um, and then turned into live streaming from the website, he gave me categories that included no code and drag and drop like software, uh, and included, um, developer focused tools, right? And I've never referred to myself as a developer, I still won't, like it's I don't code, I'm not doing the code. Um, but in October, I wouldn't even have looked at the developer options. right? Like I have enjoyed HubSpot because of its drag and drop functionality, it's easy to use, easy to maintain. But since learning how to use cloud code, I went to the developer options, right? And I think that's an example of the AI native shift in that the capabilities are different. So why would we limit ourselves to these I think it's a great example of I'm using more complex tools without the trained capability to do so thanks to AI and the more complex tools that are required to do the complex thing that I want to do, which is live streaming on a website, like is possible, but if I like in the same vein as like keep it simple, if I said, oh, I want to keep it simple, let me just go with the no code tools, now I'm paying more than I probably need to. I have less, um, creative license to do it how I want to do it, right? You run into all these these barriers. And so I think that's one of the examples that come to mind. Um, I don't know, are you when you think about AI native, like what how does that relate to some some of your recent experiences? Casey Hawkins: I have been a little obsessed lately, um, about getting transcripts into HubSpot for this purpose because I feel like for a lot of the tools that I use, which is like workflows, data updates, emails, things like that, um, I know you're looking at it from a developing developer standpoint. I am like too far to the beginning of that to have like a perspective on that at this moment in time. I believe that by this time next year, maybe I will. But I think for like my day-to-day, um, it's really the getting that context into a tool that can interpret the context for me. Um, and HubSpot is one, but also Claude and things like that. For me personally, that ends up being transcripts from calls because I spend a lot of time on calls. Um, but then transitioning that into data inside of HubSpot, but also tasks and follow-up items and things like that. Chris Carolan: Yeah. No, I think that's fair. And that's where I think you'll be surprised how quickly you get there because I've mentioned before, I'm not a big workflows guy because I'm always focused on data. But I have built some workflows through code, through the API, like things I never would have even tried to do. Um, and that's all possible, like all like this whole developer layer, right? Um, and that's that's where it it gets to the automation of the like the slide deck, if you're still going to do them should be done, like they should be delivered to wherever you want them delivered to and then you're, uh, you know, doing the final touches to prepare them for the presentation that you have to make. If you're there like handcrafting slides and grabbing data from every like you're just not in a good place and you're going to fall behind, you know, pretty quickly. Um, I also wanted to know George's example from this morning, like he said he made 95 worksheets last night related to 95 articles from his website. Um, that like the one worksheet template, it's something that would take like five weeks plus. Like you would be like, all right, content's done. Now we want to make a worksheet. Hey, design team, like go do this and we're going to design briefs and all this stuff, right? And so but I anticipate one of the challenges to this would be, well, how you going to use all like nobody's going to consume all those worksheets like is that AI slop and blah, blah, blah. We're not doing this to support, um, like organic consumption anymore, right? And like what this allows for is that George, no matter what somebody comes to him with, will always have a worksheet or an article to create value immediately, right? And this this mindset that you can even get to that point of scale is so so important. Um, and that of course relates to our our third revelation. Casey Hawkins: I was like you can't say George V. Thomas without saying. Chris Carolan: Right. And the like it's funny because I'm asking you to switch into an AI native mindset and now I'm telling you human expertise is more important than ever. But it's domain expertise, right? Like I'm able to show up on calls for HubSpot in a way I've never been able to before because of all the content that I've done, all the conversations that I have, because of the confidence that I have that I can help with HubSpot. So in this case, the HubSpot is uh, like one of the domains, right? In that like general practitioners, like this is where AI is going to, it's going to be harder. Like because what I can do with HubSpot as an example is not just say, oh, this is how you do this in HubSpot. It's this is how you want to do it in HubSpot. This is how you tell this person you're going to do it. This is how you get the meeting together so that everybody can be on the same page and you're going to talk about not HubSpot, but you're going to do the thing in HubSpot because this is what causes all these challenges, right? There's so much nuance in every domain about how to get work done, how to get people aligned, how to build common language. And AI is still miles away from that, especially in terms of HubSpot, can't stop telling me like projects and services are custom objects, and they're not. Um, but, uh, so see on the screen here, like AI is the breadth, right? Wide knowledge and instant synthesis. Humans have depth, right? Context and domain. And you put those together, right? That's what changes an organization. Um, and I love this this statement at the bottom because what's actually happening out there still, and I've been experiencing this since 2020, like companies don't appreciate that expertise that they have in house because they're often buried in like customer data entry and admin of systems. Meanwhile, they will the company will hire outside consultants to tell them how to grow and how to go to market and they don't know their context well enough, so it doesn't go well, right? AI, when you apply it in an AI native way, now you have all these humans with expertise already in your organization that you can apply in in a way that you that most organizations aren't aren't seeing. Casey Hawkins: Yeah, I mean I'm we talk about this all the time. I mean I think last year, I personally built tens of scores for companies. Um, and but I say all the time, although I know the tools better than most people, I do not know your business better. And sometimes there's an advantage there, um, in that I don't have the biases of knowing the organization and what they want versus what is true. But I also just think oftentimes when I'm able to help an organization build their score using their internal team, the scores become more powerful, um, they're able to be maintained more and so on. Um, so I agree. Chris Carolan: [laughs] Casey Hawkins: That the humans are really the key there. Chris Carolan: Yeah. And I think that's the uh, like moving forward, if you say you know HubSpot and you can help people with HubSpot and you don't know that piece, that piece of it where you can't like if you come in and think you're going to audit HubSpot without talking to anybody internally, like you're just not you're not the HubSpot expert that that company needs. Um, if they're asking you to audit their portal, right? Like the humans involved are are so so very important. Um, and they're growing growing in importance. So again, AI native to create space to like use your humans that you already have in an organization. There's so much value to be unlocked there. Chris Carolan: And so when you think about those two things together, um, Revelation number four is actually getting to unified views and knowing where people are in the journey, right? So, a lot of the content that you're going to see in Q1 from us is related to unified views in the value path, right? So the four unified views, the customer, the unified customer view, unified revenue view, unified context, and uh, unified business context and unified team enablement. Um, as we've started talking about that that more, um, what, uh, what do you see for us in 2026 as a like the best way for us to actually be successful getting people to like get on board with this? Casey Hawkins: So I think I mean revenue. Chris Carolan: [laughs] Casey Hawkins: Because that's what everybody cares about. Um, it's interesting like I think that's yeah, revenue is what everyone's going to care about. Um, customer I think is like the we're the closest in many organizations to that one. I don't know a lot that have that but like people are often like working towards that piece, the customer view. The context view is what I find the most interesting though. Um, just to hit on a couple. Chris Carolan: Why do you find that the most interesting? Casey Hawkins: Um, I think I find it the most interesting because it's the piece that I feel like was impossible before AI in many ways. Um, um, like customers who they are, we've been trying to solve that like as long as I've been in marketing, you know, we've been asking people questions, we've been trying to enrich their data. Um, yeah, for my entire career we've been figuring that out. Revenue what they're worth. I mean, that is what every slide most slide decks I've ever created have been in an attempt to figure out like the ROI on our marketing efforts, what it's actually bringing in. So like I just feel like we've been like solving, we've been trying to solve for that. not to say that it can't be better, but we've been trying. And even in team less so, but like generally you have an idea of who's on your team and how you're supporting your customers. Um, all of that with the caveat of like how accurate was any of that, but Yes. But context that we keep saying trying there, I think is a key word because unless I mean the only time I've ever seen this is in like Fortune 500 organizations or the opposite, like single person, like small businesses that have like one spreadsheet that has everything in it or the the big orgs that have like million dollar implementations of customer data software and ERPs that actually bring everything together. Um, from all of the systems that they have to support it. Um, but even like you said you were still having to create slide decks to then like serve this information up because there's always tweaks. And and you brought up revenue, which is interesting because it says what they're worth underneath here, which every CFO has a spreadsheet that they put together to try and put forecasting and real dollars like in the same place. Like and what's going to be fun about 2026 is you can actually do this inside of HubSpot now if you ask it to, right? We've got the data model that supports bringing real revenue into the place that you have your, let's say hopeful revenue, like your forecasts related to the first touch and what happens after that, right? In a way that we've never been able to before. Because even in those big platforms, these high dollar platforms and certainly in those spreadsheets, you're not connecting the first touch done on LinkedIn to like what the person or somebody like them like paid you in the past, right? So actually determining what they're worth hasn't really been as successful when you're thinking of past, present, future and all of those together, right? Yeah. Yeah. And when and when you bring those together, you can actually get to why why they matter, right? And context is going to be all about like all the signals that Hubspots's giving you that can give you now including buyer intent and research intent and is somebody publishing articles on a topic that you care about. Like all of that is sitting in HubSpot now, but when you don't have these two views done, you're never going to get to why they matter. And the closest you get is to the CEO saying, I think they matter. Like based on gut reaction, which sometimes is better than it oftentimes better than the data that you have. Yeah. But right? It's not the same as, oh, our ICP is is CEOs in this industry because I want to talk to the CEO. Like they can make the decisions. And it's like, well, you're never going to get there first of all. And in reality, that CEO is asking this manager or this director to make that decision. So why they matter is going to take into all of that. Um, and the team part, I think is where people try to start because it's internal only and it feels easier. So, but that's like project management platforms basically have come into there. But when you don't have it in the context of these other three, it's easy to just get in check the box mode. Like we don't know what's going on down here, but I've got a task to do, let me do it, okay? Do I know what I'm doing with these tasks? All right. It's it's uh, I'm excited to see this shift because all of it is in the face of the value path, which is understanding exactly where where people are when you're seeing these views. Because often the main thing that breaks revenue understanding is existing customers that could buy more stuff, right? Casey Hawkins: Yeah. Um, I think that how to serve them, the team view, the project management, um, I have a client who was who bought a software a year ago. Um, they still don't have it implemented and their renewal is coming up. So they're not feeling super eager about renewing the software that they've been paying for for a year and they haven't gotten it launched. Um, and I think when you have when your project management system lives separate siloed from your sales CRM, whoever their renewal manager is going to be like, all right, time for the renewal, writing an email. And I think it just it's just it's just so bad. So like you can see it. Right. Like, oh the deal's created. It's time for me to follow up on this renewal deal. And I'm of course I'm forecasting it because why wouldn't they renew. Um, and then you talk to them for the first time in 12 months. And they're like, yeah, we're not even using it yet. Mhm. Like and you're talking about renewing and sometimes you're also talking about an increase like in the cost that renewal. Oh, because I signed a contract that said it's going to go up 5%. Like no. Um, and people are done with that and a lot of the first three stages, right? Of like AI native, man, I I'm finding lots of ways to reduce software all over the place by thinking what can I do with cloud code? What can I what agents can I build, what automation can I build, right? And that's where you see at the bottom here, leaders debate tools, IC's configure and build, right? They have configured and built, you know, like I was saying spreadsheets and slides, now they're actually building their own tools, like their own things to get this done. And all it takes is one of those to then show the leader, like, oh yeah, we don't need this software anymore. Like let's give me the tools to to build it in house, right? And this is and the cost again, like when you understand the human expertise you have, that makes sense than buying a brand new shiny software and have it be implemented by somebody who doesn't know your business and doesn't know your like your industry. Casey Hawkins: Yeah. Chris Carolan: Right? Casey Hawkins: Yeah. Chris Carolan: Um, so, uh, with that, um, I think we're already starting to see a lot of humans on video. Uh, of course, I've been beating this drum for a while now. But I think while a lot of people are going to be trying to figure out like the new ways of doing SEO in an AEO like skin. Like what words are I got to use? How do I got to structure them on the page? Like all all that nonsense. Um, that's not like where the trust where the trust happens. Um, and a lot of our systems aren't built to support this and I had a a good back and forth a few weeks ago. I still think it's a good example of, you know, impressions have been down for a long time on LinkedIn and people are talking about graphics being down and all these things are down. Yet when conversion happens, like the people that do show up have higher conversion rates and like why are we surprised by this. But as your impressions go down and you try to find ways to like hack the system and you get more impressions, it's come up that that LinkedIn as a place is not designed for video. So video reach sucks. Like in terms of like normal reach, right? The way you define reach is usually impressions. And are you are you uh, having impressions with the right group of people, right? But the argument was text versus video, right? And text has gets higher impressions because people sit there and they consume it and they read it, right? But are we taking into account the difference between like let's say there's 100 impressions for the video and even if it's only a couple seconds, they see a smiley human face on there. Versus if it's a couple of seconds or they even read the text, they might not even pay attention to who did it, there's no human face, there's no human smile. And I think there's a huge difference in the weight of those 100 video impressions versus the weight of, you know, thousands of text based impressions. And I think like what we saw at inbound this year and what I've seen at in-person events is like you feel it there. When people that you've never met before show up and say, oh, I've seen all your stuff. And it's like then they can't necessarily tell you what you talk about. But at that point they're coming up to you in person like they know you already. Like every that's every salesperson's dream, right? So, I think that people are going to get smart to that. Um, and I don't know, I would love your thoughts on this and maybe share sharing some of your experiences as you've definitely increased your video content over the last year. Casey Hawkins: Yeah, I mean hard to say this without I don't know trying not to give you too much credit to get your head too big basically. Uh But I mean I've said it before, um, I make video content because you told me to and you invited me to is maybe a more accurate representation of it. Um, and I remember, um, I have a friend, Tricia, who now makes a lot of video content. Um, when she started freelancing, I told her you should be making video content. Chris told me to. No, but I told she was kind of like, I don't know, I don't get it. And she kept asking me how many impressions my videos got and this and that. And I told her and she says this now too. I was like, honestly, even when a video doesn't get a lot of impressions, people see your face and they think you're think that you're important. Um, I mean, I think I told you a couple months ago about I was at like a football cookout or something. And like a couple of my friends walked up to me and they were like, Casey, you're killing it on LinkedIn and I was like, they don't even know what HubSpot is. Like I don't think they're watching my videos, but they're like, she's everywhere. Um, and I hear that um, all the time. And you also just start to get yeah, invited into the room, um, it um, you know, last week we were talking it was Kyle Jepson's birthday. Um, I made a video for him and I said, you know, I was on a panel with him early in 2025. And I was truly when whoever, whether it was you or someone, whoever told me Kyle Jepson was going to be on the panel with me, I was like, why me? I was like they should call someone better to talk to Kyle. Um, and now I talked to Kyle like once a week and like he he knows who I am, um, and there is something kind of to that, um, also. Chris Carolan: Yeah. Uh the confidence, right? Like, um, like there's a bit of control your own destiny here. Like LinkedIn is available for anybody. Like I often tell people who might not know about what I do or how to do this, it's like imagine going to your local TV studio. They're just opening up the door and saying, hey guys, I'm going to build my own show and I'm going to start filming it here and I'm not going to pay you and it's going to go out on the airwaves and like like you say like when like it's an interesting, like you want to hack like hack the system, there are like humans that know that you have a show. They've probably never seen the show, there's just this different like understanding of then like, oh, you must be important, right? And I can tell you like when I tell people that I do a HubSpot show every day, like there's no more questions about whether or not I know what I'm talking about when it comes to HubSpot, right? And that's why we talk about showing up every day like in whichever way you you need to, right? It's not LinkedIn lives for everybody. But when you can show up and be seen and be adding value in that way, you can then confidently say you know what you're talking about because then if that person ever checks, you're there. Right? And um, there's going to be a like like I said with the the previous George example, like this is not nobody's going to consume it all, right? But when we talk about the value path and you start seeing all the value path content and we talk about actually converting together, like putting everybody on your team in a position to when somebody raises their hand or somebody shows interest, you're always going to be there with the relevant, valuable interactions because you've got content for every every style, right? That's super powerful. And I'm uh, another thing I'm I'm going to start leaning into that that confidence factor more because uh, said my conversation with Ryan Ginsberg recently and it's and it's still hard for people to understand what the value of a HubSpot coach is, right? Because we're not hands on keyboard. We're not doing it for you, right? But you know what the hell