the great part of that is that people have an understanding that it's best to get away from an incident first. if they can't get away from it they should secret themselves and try to hide. in the last possible scenario, if it's impossible to hide, you take a message from the marines and you charge the target. you fight. and sometimes tragically that's the only way out. we saw that happen in these attacks. >> bill: when you teach this to others how do they respond to that message? >> they are relieved. i have had clients tell me that they were really confused as to what to do. but after our training, they actually understand what they should do if they are in a mall, for instance, or in a workplace environment, exactly how to respond to the sound of gunfire, to a situation developing. save yourself, get yourself away from there. hide if you can and fight if ultimately that's the only