"Joining us. Now, you know, we all we were we were talking about this the other day about clients and customers and the question becomes it's time for your business to become customer Centric. What does that really mean while Peter fatter is with us today? And his new book is out. It's the customer Centric city playbook implement a winning strategy driven by customer lifetime value. That's a lot of words. Peter welcome to the program. It's nice to have you with us. Likewise, good to talk to you. Frankie. So. Let me ask you freight rate up the front at print because Starbucks is. I mean, their reputation their their product they have always tried to bring quality product, and they have customer frequency. What is it that? Starbucks has said everyone else wants. So what Starbucks has always been reliant on the fact that they've had great products and a great great locations and great experience, and so they focused much more on what they were delivering who they were delivering it to. And they didn't really have a lot of visibility into the individual customers who are doing the buying the barista on the other side of the counter would now, you know, she she would tell from the look on your face. He had a tough day kind of slip. You a free Scone or something. But the company itself didn't know. And so they've been making a lot of efforts recently to try to really get to know customers in an individual level and not only to use it to serve them better. But also drive the products and services themselves. Where are we today? I mean, I was I was so frustrated I was sharing the example of how? In America, the same exact company. That exports candy, I use this example, the export candy to Europe. And that candy has no fake vanilla in it. And no faking gradients, but the product that we're consuming is fake. And why do we put up with that? Can you answer that question? Well, it's I focused a bit more on on on the customer side and the products. I, but I, but I hear what you're saying. And and for the most part, we've we've always been obsessed over what goes into the product and the service experienced that surrounds it, and it seems like the battleground has always been just, you know, our product is better than theirs and therefore should sell more. And then you'd be frustrated when you'd see a superior product not selling as well. And that's why it's important to kind of flip it around. And let's look at it from the customer side is there some reason why accompany even one selling your products can develop deeper better relationships and leverage them. Is that if we can do that if we can look at business from the customer side and the product side, we don't have answers to those questions, but we could potentially make more money than just obsessing over features of the product itself. Right. So let's talk about how how did Amazon. Become the retail tighten it is today. There's a really great story. And I I tell it in in in my book, but it's it I got it from some other source. There's a lot of people who who asked to what is it that made Amazon Amazon and too often people obsess over books. It's like what was it? The most special about books and the answer the jets bazo some self gave an interview a few years ago, which actually quite different objective again in his own words was he wanted to find rich people? His feeling was that rich people would be better customers 'cause I just buy more stuff. That's actually not as true as you think. But if you have no other information, it's not a bad proxy. And he wanted to find a product that rich people by disproportionately more of the not so rich people, and that's what led him to books. He is books as bait to bring in people who like to consume things and then start to sell them everything. So it was a perfect example of a company again in his own words that built itself by finding the quote unquote right customers as opposed to saying, hey, I have a product. Can I sell it to it's kind of turning the tables like that? And how many others are trying to follow what he did. But he was visionary at coming up with that idea on the way, he implemented it,"