they lost 4% of customer base, that isn't growth. >> but increased revenue. >> yes, but how many times can they increase the company by raising prices. you're going to hit a barrier, a wall you can't cross. if we want to grow a business, that's growing transactions, not just sales per transaction. >> got it. then talk about growing those transactions, getting more people through the door which is about marketing. >> yes, it is. you have to get them through the first time. new customer programs are isolated. they should have their own budget and focus, they're external by nature. they could be viral, they could be online, they could be seo based, could be flags in front of a retail store to draw attention. could be signage, calls for actions in a business. there's a lot of ways to create new customers. and it should be its own discipline. business owner should put some effort and 30% of marketing budget into new customers. other thing that's interesting, in most businesses if you can