Listen this candid conversation between Kasim and Caden discussing Kasim's embarrassing confession, the challenges Solutions 8 and other businesses are currently facing, and the economic state no one seems to be talking about. They also reveal how Solutions 8 is adapting and transforming to cope with the economy and the ever-changing world of digital marketing.

Dive deep into the difficult topics - client loss, economic pressures, the complexities of modern marketing, and business survival. Listen to this episdoe now.

Learn more about the new Solutions 8 Digital Marketing Services here: https://sol8.com/digital-marketing-se...

Related videos:

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🔥 Google Ads Mastermind: How to WIN the Battle Against Google:   

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Meta + Klaviyo + Google Ads Marketing:   

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The Google Ads Mastermind: https://youvsgoogle.com/offer

0:00 Intro

0:38 Kasim’s Embarrassing Confession and the New Solutions 8!

3:23 The Evolution of Solutions 8's Business Model

9:17 The Need for a Full-Funnel Approach

13:19 Economic State No One Seems to Be Talking About

19:25 Digital Marketing Is Now Very Sophisticated

21:45 The New Solutions 8

24:33 Advice for Digital Marketers and Agencies

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Visit: https://sol8.com/free-stuff/

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Learn how to build, launch and manage high-performing Google Ads campaigns in this Google Ads Course: http://sol8.com/paid-traffic-mastery

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Solutions8, along with every other agency I know, by

2

the way, is bleeding clients.

3

Let's see if we can, Hold on to them.

4

And then the business dies off.

5

And it's whoa, what was that for?

6

yeah, exactly.

7

Blood from a turnip.

8

That's the other thing too, is

just the responsibility we have to

9

entrepreneurs to tell them the truth.

10

We're shifting our entire

business model, which makes me

11

feel like such an epic hypocrite.

12

Cause I, dude, I spent the last three

years talking so much about all the

13

agencies and Oh, they try to do everything

and be everything for everybody.

14

Welcome to your day.

15

The Google news it's Kostom with

one of the best, the brightest,

16

the smartest Caden Thompson.

17

How you doing buddy?

18

Good man.

19

It's been a while.

20

How you doing?

21

it's been a long time since

we shot a video together.

22

I think it's been like a year.

23

Oh, at least a year.

24

Yeah.

25

It's been a really long time.

26

I remember first time when I

hopped on, I was like starstruck.

27

And now it's like flipping back

to we were doing the, what was it?

28

The strategist meetings.

29

And then I think that was, yeah, that was

the last time that we had a call together.

30

Yeah.

31

Yeah.

32

I'm glad it's feels like a reunion and

this call is going to be quite revealing.

33

I think in a lot of ways, we just got

finished putting our itinerary together.

34

And, the last words you said

to me before we hit record was,

35

honesty is the best policy.

36

here are the cards on the table solutions

eight, along with every other agency I

37

know, by the way, is bleeding clients.

38

in October of 2022, when we sold our

agency, we had almost 200 clients.

39

And today we've lost close to 40 percent

of them and we're losing them for reasons

40

that are in many cases inexplicable.

41

I've had four clients declare

bankruptcy in the last 90 days.

42

I haven't had a client declare

bankruptcy on us in the last two years.

43

It's unreal.

44

So there's obviously, there's like

an economic environment that nobody

45

wants to talk about for some reason.

46

I did a perpetual traffic episode

where I claimed that I think we're in a

47

shadow recession that nobody's talking

about and maybe I'm right, maybe I'm

48

wrong, but there does seem to be like

a lot of the clients that we're losing

49

are like, can't fulfill on products.

50

E commerce stores that just can't

get products for people that don't,

51

they have positive ROAS per se on

an LTV basis, but they don't have

52

the cashflow in order to keep going.

53

some people bringing it in

house, we're not losing people

54

to performance really at all.

55

which would, I, to be honest with you,

I'd a business owner, I'd prefer, I'd

56

rather lose a client to performance.

57

Cause at least that I know

internally I can correct it.

58

And so we're shifting our entire

business model, which makes me

59

feel like such an epic hypocrite.

60

Cause I dude, I spent the last

three years talking so much shit

61

about all the agencies like,

Oh, they try to do everything

62

and be everything for everybody.

63

You need to niche down.

64

And at the time it was true, but

it was true because when you niched

65

down, you could actually see what

was going on within your niche.

66

And now with iOS 14 and first

party data and the death of

67

cookies and all that shit.

68

And the fact that Google and meta

continue to lie more, we've had to

69

zoom out and we had to go full funnel.

70

So really what you are Caden

is you're my bodyguard.

71

You're here to protect me

from the rabid listener.

72

As I explain.

73

The one 80 that we're about to do as an

agency, like we're going from the Google

74

ads agency, which we were very successful

at, dude, I think we built the biggest

75

Google ads agency in the world because

most agencies weren't Google ads specific.

76

So as far as the Google ads specific

agency, nobody got as big as we did.

77

but and you said something else

before this and I'll stop talking

78

and just hand the mic to you.

79

You said something else before we started

recording, which I really appreciate it.

80

You said that, I'm going to try

to quote you and then you fix it.

81

Okay.

82

You said that, we used to be able to

be responsible for 1 thing, but now

83

that everything is so interdependent,

1 thing because you, have to.

84

You have to rely on so much more.

85

So we have to increase the

scope of our responsibility.

86

how did I do quoting you there?

87

Yeah, no, I mean that, that pretty

much sums up a lot of the issues that

88

we're seeing across just accounts in

general and like communication with

89

clients is like the responsibility

of us as marketers is to essentially

90

make a client more profitable.

91

And when you have less tracking and

less, and that's going to even be

92

further on based in Q3 for Google.

93

That we can't just look at in app ROAS

or try to equate as much to in app

94

ROAS to try to see the full picture.

95

We have to look at what's

going on other channels.

96

And when you're an agency that just

looks at that one niche, you learn a lot

97

about all these other channels, but then

it's wait, they're not doing that right.

98

We can do that.

99

Wait, we can fix that problem over there.

100

And so you start to notice.

101

All these sort of issues that are

popping up that are outside of your

102

scope of control and it makes you

think why don't we just do this?

103

Why are we having to, look for

these problems outside of what

104

we're servicing to, go outside

of the scope of what we're doing?

105

And I find it good that we focused

on Google ads because it allows us

106

to get really focused on the actual

niche itself and then grow from there.

107

So we can notice small correlations

that, maybe we wouldn't have if we

108

just threw everything right away.

109

And so it's been a really good baseline.

110

For us to build from, and so I think when

it comes to the economic situation that

111

people are in right now, where, you were

saying, people are going bankrupt agencies

112

are trying to find or not agencies,

but clients are trying to find a way

113

to understand what agencies are doing.

114

it's becoming more and more

important for us as an agency to

115

educate the client on those things.

116

However, since we're pushing global

numbers and, overall with your bank

117

account, essentially, which is the end

all, it becomes 1 of those things to where

118

we're the small agency that's pushing for.

119

All these little things

explain what's going on.

120

The client's I don't want

to worry about this stuff.

121

is too much to think about.

122

it should be right?

123

is a nightmare.

124

That's, 1 of those things

that, all these tools.

125

work on attribution,

but no tool is perfect.

126

And so when it comes to marketing,

we've just noticed that, having

127

control tests and shifting from us

having control over just Google,

128

but us having control over Facebook

has turned into really good results.

129

when, we look at it from that perspective,

it allows the client to be more

130

comfortable with the understanding of.

131

Okay, global numbers are great.

132

I don't have to judge.

133

Are you doing your job on

Google versus Facebook?

134

I can judge it from the perspective

of you're making more money.

135

You're in control of the attribution

and that's the proof, right?

136

And then they don't have to learn

all the attribution nuances that

137

you've spent years figuring out.

138

You just show them.

139

Here's the test.

140

Here's the results.

141

And then what clients can

argue with what's in their bank

142

account at the end of the day.

143

Yeah.

144

That's the hard part of niching down

is even if you're really good at your

145

niche, you're so heavily reliant on other

channels, let's say, or other modalities.

146

And it turns you into kind of a tattletale

because then we just spend like our

147

whole Client interaction is like,

Hey, your meta agency is screwing up.

148

Your analytics agent is screwing up.

149

The organic is not performing

the way that you think it is.

150

Your CRM is not true.

151

we're just constantly here's a problem.

152

Here's a problem.

153

Here's a problem.

154

Here's a problem.

155

And then clients fire us.

156

And you're like, okay, you didn't want

the canary in the coal mine, which part

157

of me is I was telling you the truth.

158

But then the other part of me is I get it.

159

It's exactly what you're saying.

160

They're like, look, I don't want somebody

to tell me about all the problems I have.

161

I want somebody who comes in

and provides me the solution.

162

And it reminds me of that meme.

163

Of the two kissing booths.

164

And one of them says inconvenient truths.

165

And the other one says kind lies.

166

And there's got a great big, strong

line up against the kind lies.

167

Like you almost want to go back

to being one of the agencies

168

that just sells PMAX ROAS.

169

It's I will rush the ROAS

game using performance max.

170

Nobody's going to be better.

171

Give me your money.

172

And dude, those agencies are

actually doing really well.

173

It's so nobody realizes

that they're lying.

174

I don't even think some of

them know they're lying.

175

They're just like, I press this

magic button and ROAS goes up.

176

We're geniuses, So it's true.

177

We reframe.

178

it's totally true.

179

And I think, I was on a sales call, I

think it was about like a month ago.

180

And I think we were one out

of, 18 agencies that this

181

person was going through.

182

Yeah.

183

And, we were the only one that promoted

global numbers out of all that.

184

And everyone else was talking row as

everyone else was pushing, standard

185

performance max and advantage plus

and not looking at the correlations,

186

just going for as much as possible.

187

And it's sure, that might work for a

little bit, but if you look at it, Strap

188

laid it out from a long period of time.

189

It's eventually going to eat down

and your business is going to be

190

like, what the heck's going on?

191

And you're not really going to look at it

from the marketing standpoint, because the

192

rows is doing great because you're going

to say, oh no, it's the marketing's great.

193

It's got to be my product.

194

It's got to be something else.

195

But the reality is, no, it's.

196

It's a combination of everything.

197

Like your marketing needs that focus.

198

That's not just on ROAS, like you

can't live off of LTV forever.

199

You have to go and find new people.

200

Like it's just, growing a business,

you got to find new customers.

201

There's no way around it.

202

so our response is to go full funnel.

203

And at solutions eight now, and you've

probably maybe seen some hints of this

204

already, but we are, we're doing other

channels or we're doing meta, but

205

we're also doing Amazon and we're doing

tabula and outbrain and we're doing

206

CRM and we're doing CRO and we're doing

landing pages and we're doing everything

207

that all the agencies are doing.

208

Because we have to if we don't

have the ability to influence the

209

global picture like you're saying,

so you can't sell global numbers.

210

I guess this is what we found out here.

211

We do.

212

It's come full circle.

213

You can't sell global numbers

without selling global services.

214

Yeah, when we could sell Google numbers,

we sold Google services and we did great

215

and we exploded and everybody loved us.

216

But then as the narrative changed

and we had to sell global numbers.

217

you have to.

218

It's like a stick.

219

If you pick up one end, you

have to pick up the other.

220

So here we are a full funnel agency

for the first time in 10 years.

221

we've contracted and now

we're expanding again.

222

it's like an hourglass.

223

It's like an eight.

224

Oh my goodness.

225

Kate, there you go.

226

It's meant to be.

227

Yeah.

228

It's meant to be it's inception.

229

you know what it reminds me of?

230

I'm a lot older than you, so

you might not remember this.

231

Did you ever have a Lightbrite as a kid?

232

Lightbrite, okay, I gotta look this up.

233

I'm gonna, I'll Google it so I can

bring up the image on screen share.

234

Oh yes, I did not have one, but yes.

235

that's why I'm embarrassed, I

should have known what that was.

236

No, so here's, this is like

before Gameboys and shit,

237

old people had Lightbrites.

238

the thing about where digital marketing

is Google Ads is one light, It's one

239

peg, and so we're going to this little

light, bright, we're putting one peg and

240

then met as one peg and organics, But

we can't tell the full picture anymore.

241

And you used to be able to, with

Google all by itself, stand alone.

242

You used to be able to actually

paint an entire picture.

243

Start to finish end to end, from the top

of the funnel to the bottom of the funnel,

244

the beginning of the journey to the end

of the journey, you had a full picture.

245

it just atrophied, the top of the

funnel atrophied first, the beginning

246

of the journey atrophied first.

247

And now we're like relegated to

this little teeny tiny corner.

248

And we don't even have the full corner.

249

We just have this one little peg and

we get to tell one part of the story.

250

And so now we're being forced to zoom out.

251

And I gotta be honest, it's so humbling.

252

It's so humbling to go from, Oh,

we had a months long wait list I

253

still think we are the best

Google ads agency on the planet.

254

And now it's Oh, we have to

reinvent ourselves entirely

255

because technology's changed.

256

The market's changed.

257

The customer's changed,

the economy's changed.

258

And what we were offering, even

though we were the best, Blockbuster

259

was the best video rental agency.

260

It doesn't mean that

they're around anymore.

261

Yeah.

262

I wouldn't put us with Blockbuster.

263

I don't think so either, it's just one

of those really interesting lessons

264

from an entrepreneurial perspective.

265

Yeah.

266

And I think the benefit we have,

because I'm seeing a lot of

267

little agencies just burn up.

268

The benefit we have is we're big

enough to weather a storm, thank God.

269

especially given the fact that

we've been acquired, they have deep

270

enough pockets to help us figure

out what the evolution looks like.

271

But if you're a small agency, and

you're experiencing what we're

272

experiencing, which, we've got a

mastermind you versus Google, by

273

the way, go join you versus Google.

274

It's amazing for what you get.

275

It's unbelievable.

276

I think it's the most cost effective

mastermind I've ever seen put together.

277

It's really phenomenal, amazing members.

278

And everybody in there is

saying the exact same thing.

279

dude, I'm just seeing we had a

conversation a week or two ago

280

where one of our mastermind members

who's also in driven is I've never

281

seen a dryer pipeline in my life.

282

And that's about the environment that

we're contending with at the moment.

283

I think the pendulum swings back, but not

before a bunch of little agencies go away.

284

And that's what's really interesting too,

is you lose 30 percent of the market.

285

So you lose 80 percent of the competition.

286

So now there's this big

market to be scooped up.

287

So if you're listening to this,

Some of my advice just again, as a

288

guy who's been through a couple of

cycles now is just hang on, don't

289

overextend, don't get desperate, don't

do anything stupid, just hang on,

290

but realize that we have to do more.

291

We have to offer more.

292

Another thing that you said before

is the promises have to be bolder.

293

Like you actually have to know what you're

doing and you have to commit to some type

294

of like output, some result, let's say.

295

No, definitely.

296

I think.

297

that's, it's the market demands it.

298

at the end of the day, like you

get a fall with the market once.

299

And so if the market wants more emphasis

on, Hey, if you're going to give me global

300

numbers, I need to make sure it's you kind

of thing, then that's what we got to do.

301

it's one of those things to where it

seems like there's the beginning point,

302

like you were saying, and then the end

point or the next step in the process of,

303

okay, we start, you see all those beginner

agencies, oh, I'm focused on Google.

304

I'm focused on, row as in app numbers.

305

Yeah.

306

Sweet.

307

Oh no, my business dropping off.

308

my average retention rate is six

months, three months, whatever it is.

309

And it's if you're growing a

business, your average retention

310

rate should be way higher than that.

311

Cause at that point, you're just looking

at, okay, I held onto the business

312

this long and then they went away.

313

And it's like, why did they go away?

314

Dude, you know what our retention

was when we sold 16 months.

315

Yeah.

316

That's insane.

317

And that's for one channel too.

318

Yeah.

319

Average agency retention is three months.

320

According to HubSpot, we were at 16.

321

the thing we did, man, is God, did

we love on people, like we just

322

really treated customers really well.

323

And I think that agencies

lost that a little bit.

324

Everybody got real spoiled.

325

It was the land of milk and honey.

326

It was easy to bring customers on.

327

So most agencies were

just sales organizations.

328

Yeah.

329

Fulfillment was half assed, outsourced.

330

and that'll bite you quick and

you can outsource fulfillment

331

and still a great job.

332

this is an open air conspiracy, but

we didn't do our own Google ads for

333

for a longer period of time than we

did, but we worked with a great agency

334

and we managed them really well.

335

but man, what a great point

you just made about retention.

336

And that's true for all businesses.

337

If you're not retaining past the

industry benchmark, you're built to fail.

338

It's forced obsolescence.

339

and it's leveraging the uneducated

portion of market that just knows,

340

Hey, this is the common thing to track.

341

Let's just lean into that.

342

And then you realize, oh, wait,

this doesn't work anymore.

343

And then who knows when you're going

to be able to say, okay, no, I need to

344

not focus on this and to focus on this.

345

Instead.

346

This is how you grow businesses.

347

it's like John's been saying before

the, row as versus the end set of

348

things, long term versus short term.

349

Our short term versus long term.

350

In terms of, growing a business, right?

351

We're thinking of this from a year

over year perspective, not a hold on

352

to the client for another 3 months.

353

let's see if we can, hold on to them.

354

And then the business size off.

355

It's what was that for?

356

yeah, exactly.

357

Blood from a turnip.

358

That's the other thing too,

is just the responsibility.

359

We have entrepreneurs

to tell them the truth.

360

Yeah, there's some people and

we've done this a lot where it's

361

like you don't need to hire us.

362

You need to turn this off.

363

are hemorrhaging money right now.

364

I don't care that Google

says you're getting a ROAS.

365

Because you're not and John's

been able to prove that.

366

there was a large client that

was going for massive raise.

367

It was like their series B or some shit.

368

I don't know.

369

I don't know what those words mean.

370

I'm not, I went to public.

371

Fancy words, fancy business,

fancy business words.

372

They're doing some equity

raise with M and a people.

373

And the executive of the company

said, Hey, I need to show this.

374

you don't, the start I'm talking about.

375

I need to show an

increase in profitability.

376

And John's Oh great.

377

Turn this off.

378

And the guy's what?

379

And he goes, dude, I've been telling

you guys to turn this off for the last

380

18 months, and I don't know what it

was, but it was like their brand camp.

381

I'll just to use easy terms, it

was like their brand campaign.

382

They're spending six figures on

it a month because it showed.

383

Positive results that their board liked.

384

And John's that's not producing anything.

385

And the guy did, trusted him and it

was a bold move and he turns it off

386

and sure enough, costs went down.

387

Profits stay the same margins increased

and they got whatever they needed to do.

388

But it was just one of those

examples of, the dude was

389

pissed at himself and his team.

390

He's and we've been doing this for how

long, it's and John's nobody listens

391

to me until it's time to listen to me.

392

So John Moran.

393

It's true though.

394

it's one of those things to where you,

have access to all these accounts and you

395

learn like what the whole market is doing

and what works and what doesn't work.

396

And I think it's one of those things

to where it's like, you got to

397

leverage that as much as possible.

398

If it works in another

account, try it in this.

399

And how does that,

interact with one another?

400

Google ads has gotten easier

in the last two, three years.

401

I think that Google ads

has stayed the same.

402

I think that the marketing

in general has gotten harder.

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I think that's what it's come down to.

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Like the tools themselves have

stayed relatively the same.

405

I like attribution obviously has

gotten harder, but that's been

406

the lean of you just learn more.

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And so there's more to worry about.

408

It's really what comes down to.

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and I think that at least for

me personally, that's been my

410

biggest, developing processes.

411

Understanding when to push, when

to pull for certain metrics that

412

the client needs to be profitable.

413

and using Google ads is one of those

things where it's like, we already

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know how this functions, but how

does this impact everything else?

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that's a truth that I don't

think we've delved deep enough

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into like private equity.

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these Silicon Valley guys, these Stanford

graduate children that come out and

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just crack the code on every business.

419

Ecom, even five years ago, but Ecom 10

years ago, there was a ton of margin.

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You can make a bunch of mistakes.

421

You can still make, you could drop

ship shit and still make money.

422

But then you had these Silicon Valley

Stanford tech whiz nerd, they just

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came out and they're like, and then

they built the triple PhD blueprint

424

for exactly how this shit works.

425

And then it just commoditized everything.

426

There's no margin.

427

Yeah.

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Because they've perfected it.

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And so I think that you're right.

430

Marketing got harder.

431

And at the same time, businesses

got way more sophisticated.

432

it's been really, you

gotta be good at this shit.

433

You have to have a good offer.

434

You have to have a good business.

435

You have to have good fulfillment,

good customer service.

436

Like you just have to be good.

437

And that wasn't true.

438

The sure shit wasn't true 10 years ago.

439

Really wasn't true five years ago.

440

There was still a lot of meat

on the bone three years ago.

441

But man, you have to be good.

442

Yeah.

443

And I'm glad for it because that

puts us in a better position.

444

Like you were saying, if the

majority of the market falls off.

445

You just hold on, like you were

saying earlier and you'll survive

446

it and then you get better from it.

447

what sucks about it for us though,

is our clients have to be good too.

448

there used to be a hundred plumbers

in every city and now there's five.

449

There's a hundred florists in

every city and now there's five.

450

that's the commoditization of the market.

451

it's the product distribution.

452

It's the survival of the fittest.

453

And it's always going to naturally

turn into this kind of, it's what

454

happened with, wireless and, telecom.

455

it's just interesting the way that

works and the way that it manifests.

456

all that to say, we're zooming out.

457

Solutions Aid is zooming out.

458

We're reinventing ourselves.

459

We're offering an insane

level of services.

460

To be honest with you, it'll never

be cheaper than it is right now

461

because we're figuring it out.

462

So there's a sales pitch here.

463

Bad end of the sales pitch.

464

You're a guinea pig.

465

While we know how to do all this shit

because everybody knows how to do

466

all this shit, A, and then B, we've

already been doing it even though

467

we haven't said we've been doing it.

468

We don't know how to service it.

469

So you're a guinea pig as we figure out

the processes and the client management

470

and the approach, but you get way more

than anybody's willing to give you for way

471

less than anybody's ever going to charge.

472

And you'll be grandfathered

into that pricing.

473

So if you don't want to be

a guinea pig, don't hire us.

474

But if you like the idea of, and

that's the other thing too, is

475

it's going to be all hands on deck.

476

We're going to throw way more

just in terms of human capital.

477

And then of course, AI, because

the people that bought us have.

478

a billion dollar

valuation and a ton of ai.

479

we've got the firepower to crack

the code and really figure this out.

480

so my agency brethren, who I love

dear and deeply, even though you're

481

competitors, hang in there or don't.

482

And here's the advice

that I'll give, really.

483

I'll tell you what I did wrong, dude.

484

In my first go round, I tell this

story a lot, I had a business that went

485

under when the banking world collapsed

'cause I was building banking software.

486

And imagine having a fleet of ships.

487

That's what a business is in a lot of

ways, You have clients and employees

488

and strategic partners or whatever.

489

And if you try to keep the entire fleet of

float for too long, the whole thing goes

490

under, it might make a lot of sense to

just pick the one best boat in Alamo up.

491

And so don't overextend yourself.

492

Don't spend money you don't have.

493

Don't take out loans.

494

it's okay to wave the white flag.

495

It's okay to quit now.

496

It's okay to go get a job.

497

It's okay to galvanize yourself.

498

It's okay to pay rent.

499

And then wait this out.

500

If you don't have the financial

backing to ride out a storm,

501

please don't put yourself at risk.

502

I ended up.

503

Despondent dude, like just no

and some people like, Oh, I

504

have no money for Starbucks.

505

I'm like, no, I had no money

for anything digging under my

506

car seat for the dollar 50.

507

I could spend on a Costco hot

dog, not able to pay rent.

508

I lived in a heroin den because I had

somebody I loved that was a drug addict.

509

Like it was the worst time of my life.

510

And it's because I just kept

thinking like, roll the dice

511

again, it's going to get better.

512

So I hope that didn't get too

touchy feely, but I, hopefully some

513

people can learn from my mistakes.

514

if you do see an end in sight in terms of

your runway, it's all right to opt out.

515

Now you can always come back.

516

That's the best part about the agency

world is startup costs are low.

517

So there's no shame in crying uncle,

especially if you have payroll to make,

518

thank God I never missed a payroll, you

have a sacred responsibility to make

519

sure that people work for you paid.

520

last words.

521

Do you what advice do you have

for clients agency owners?

522

All that?

523

I would say, just follow the market.

524

Honestly, look for what

other companies are offering.

525

Try to understand why they're

offering it and then build

526

your own offering from that.

527

Don't just copy paste what

other people are offering.

528

Look at it from the perspective

of what does the client want?

529

What are they getting?

530

Why is this offer showing up more?

531

And then build your own offer from that.

532

I really like that.

533

It's don't reinvent the wheel.

534

Let the market lead.

535

This is awesome, dude.

536

You're awesome.

537

Kaden Thompson, one of the best and

the brightest in the whole wide world.

538

YouTube channel, comment, subscribe.