companies that you've been involved with have successfully garnered media attention and utilized that to their best ability to either launch a product or bring their brand and image to a larger scale. >> this is your expertise, jeffrey. >> i love opm, other people's money. i'm going to get other people to talk about my product. the best way to do that is deliver it beyond anything than you've done before. people will recommend you and that's the best way. do a great job at what you're doing. >> is it just a matter of delivering something great, or do you also have to ask your customers, hey, write about us. >> there's nothing wrong with asking. you should be asking. i say in my last book, never stop selling your company. always keep selling. i can tell you the number of times i've gone in someone's office, a friend of mine and they go, i didn't know you did that. i fail to do that. i learned early on, sell, sell, sell. >> larry? >> well, the worst -- jeffrey is