To win you need attention and trust. It's a circle. Attention…trust, they feed each other, and without one, you don't get the other. You've got to be able to capture attention, but you also need your audience to trust you. The marketing element in which the funeral profession has been terribly lacking is in building trust. All of what we hear mainstream about the funeral profession is negativity. Being able to capture somebody's attention while building trust is extremely, extremely valuable when it comes to engaging with the consumer and securing business for now and for the future.