Ep. 34: Serial Entrepreneur Brian Reese on Using Vulnerability as Your Greatest Strength
In this episode, Darren Reinke chats with the founder and CEO of VA Claims Insider. Brian talks about how going public with his PTSD led him to start his company, what brokenness is and how it can serve you, and the importance of community as a leader and its role in sustaining a movement.
VA Claims Insider serves disabled military veterans by helping them get the VA disability benefits they deserve.
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SHOW NOTES
Where Brian grew up and what he was interested in as a kid [1:11]
Why Brian joined the military despite having a passion for entrepreneurship [2:28]
The greatest lessons Brian learned in the military and how they helped his life and career [4:26]
Defining brokenness and why it can serve you [6:02]
What propelled Brian to persevere through his extreme episodes of brokenness [9:17]
How Brian coupled the spark of entrepreneurship with service [13:38]
Why you should use the idea of service to enhance your business [15:32]
How Brian took the leap to go public with his own hardship [18:16]
Why Brian’s decision to share his PTSD struggles led to his current business [19:28]
How you can sustain a movement [21:50]
Why vulnerability builds strength [24:32]
The importance of community as a leader and its role in sustaining a movement [26:20]
SHOW LINKS
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PODCAST TRANSCRIPT
Serial Entrepreneur Brian Reese on Using Vulnerability as Your Greatest Strength
[00:00:00] Darren Reinke: Welcome to The Savage Leader Podcast, where I interview leaders from all walks of life so that you can walk away with tips to apply to your life and your career. But this isn't your traditional leadership podcast because I believe that leadership tips come from successful entrepreneurs in business executives of.
[00:00:21] Darren Reinke: But they also come from unexpected places like from Navy SEALs, successful professional athletes, sports coaches, musicians, entertainers, and more. So let's dive right in to today's episode. My hope is: You walk away with something tangible that you can apply immediately to your life and your career.
[00:00:42] Darren Reinke: Today's guest on The Savage Leader Podcast is Brian. Brian is a serial entrepreneur and the founder and CEO of VA claims insider military disability made easy in hireveterans.com. Brian also served in the air force before becoming an entrepreneur. Brian, thanks for coming on today.
[00:01:01] Brian Reese: Hey Darren. Thanks for having me.
[00:01:02] Brian Reese: Appreciate it.
[00:01:02] Darren Reinke: So take me back. Your life is a tapestry of so many rich stories, both before the military and beyond, where did you grow up and what kind of things were.
[00:01:13] Brian Reese: I grew up in a small town in Northern Minnesota called Brainerd, Minnesota. And from the youngest possible age, I can remember I was always an entrepreneur.
[00:01:22] Brian Reese: I was the kid who the principal called my parents because I was running a store out of my school locker. And it was a very successful store, by the way because it was fulfilling a need. They, the kids wanted candy and nobody had it for them. From a young age, I've always had the entrepreneurship bug, trying to find an add value to places where it doesn't exist.
[00:01:46] Brian Reese: And so that's in my DNA, I think, is biologically ingrained in me. But the other aspect of me from a young age was sports. Very competitive. Now I had an older brother got involved in ice hockey at a young age, and that became really the focus in the focal point. For most of my young life, which eventually led me to the air force academy, where I was blessed to serve and fulfill a childhood dream of playing college hockey at a high level to get a great education and serve my country at the same time.
[00:02:23] Darren Reinke: Yeah. I was going to ask you what actually prompted you to join the air force if you're inspired by entrepreneurship and obviously a great athlete in terms of hockey is what was that really impetus to join the air force academy?
[00:02:33] Brian Reese: The truth is it was twofold. Number one was I wanted to absolutely get a great education and where I went.
[00:02:40] Brian Reese: Of course, I wanted to try to get a scholarship as well. I thought I was good enough to be able to play at the division one level. Maybe not at the highest level, but on a good team, which really the air force fit that bill was a middle tier. And I also had the business bug.
[00:02:58] Brian Reese: And so I knew I wanted to study management and marketing and did a little bit of research on the air force academy and unbeknownst to a lot of people you think of the air force academy, think of the air force flies planes. And yeah, a lot of people do fly, but what you don't understand or what most people don't realize is the business of the military, the business of the air force and the air force academy has one of the tops.
[00:03:23] Brian Reese: Management marketing and leadership programs in the United States. And so, that's where I choose to focus my skills.
[00:03:30] Darren Reinke: Interesting, what kind of roles that you have actually in the air force beyond.
[00:03:35] Brian Reese: I was a contracting officer. So within the military, I was the guy who, in the simplest terms, I bought stuff. So for example, in Afghanistan, in 2011, one of my main jobs was to procure, to buy services, supplies, construct buildings, and things for troops and foreign nationals, Afghan national army folks.
[00:03:58] Brian Reese: We had roles in all of that. So, I was a procurement guy. I was a purchaser, spent some time in program management as well. There are a lot of similarities between contracting purchasing and program management. And so I was able to cut my chops in both.
[00:04:14] Darren Reinke: So play that forward a little bit. I know there were so many experiences from the military, but what were some of the big lessons that you gained in the military and how you've or how that's impacted your life and your career.
[00:04:26] Brian Reese: Probably the biggest lesson I learned in the military was service and humility. You find out in a hurry that there are a lot of men and women who are better than you. You don't know everything as a leader. And so, even though, you may be in charge. From a rank perspective, you might have 10 or 15 or a hundred or 200 troops.
[00:04:53] Brian Reese: You may not be the best. There may be folks that you're leading, who are better than you. They may be bigger, faster, stronger, smarter, more equipped, have more experience. And I think going in, for me, I had to really humble myself before my troops and realize that my job was to serve. And if I didn't serve them and I didn't love them, we weren't going to be successful.
[00:05:21] Brian Reese: And, again, just taking on some of those early lessons, I had a great master Sergeant who help bang some of those principles home for me when I was a young Lieutenant. And what that means is somebody with 10 to 15 years of experience in the military. Whereas at the time, I really had nothing.
[00:05:41] Brian Reese: And he mentored me and hammered home. Some of those points of humility and service.
[00:05:47] Darren Reinke: Yeah. Beyond some of those other, obviously really high points of your military service. I know you talked about the concept of brokenness and just how that's been impactful in your life and really how that spawned in some ways, your own journey, as well as a journey it as an entrepreneur, can you take me through one or more of those in terms of brokenness and how it really can serve?
[00:06:07] Brian Reese: And I've been broken. I've been completely broken three times that I can really think of. And when I talk about brokenness, I think it's important to differentiate maybe what that means. You hear people say things like, oh, you're broken, or that, that dude's broken. I'm talking about brokenness and what that really means at its core.
[00:06:31] Brian Reese: And what it means to me is. You are physically and mentally unable to go on, or at least that's what you think. And, I remember one specific instance I was going through a divorce was suffering from, really severe mental health issues. Post-traumatic stress disorder, cyclothymic disorder, which is a milder form of bipolar depression, anxiety.
[00:06:59] Brian Reese: I was abusing alcohol and drugs. I was in a really bad spot, and the thought of having to lose my son or share custody of him. And not being able to restore a marriage that I went into thinking, this was the love of my life. Like we were going to be married forever. The combination of all of those things.
[00:07:23] Brian Reese: This was at a time Darren, when, I was running 20 to 30 to 40 miles a week during this period of time, I was in shape physically. And when all of this came to a head. I was so broken. I remember a specific instance in my bedroom, civil low Texas suburb, San Antonio. I was so broken that I just collapsed.
[00:07:47] Brian Reese: And my ex-wife at the time literally had to pick me up off the ground. She had to hold. And so to me, that, that's what I mean when I talk about brokenness, and I've been there multiple times and believe me, I don't like it. I hate it. It sucks. There's nothing fun about it. But as I've shared my story with so many other people, I find that, a lot of us have had that happen.
[00:08:14] Brian Reese: Whether it's a marriage situation, divorce, a death of a loved one strains on relationships, a business failure. This is life. We can get kicked in the teeth, and we all deal with it. And I think the best way we can get through it and try to make sense of it is to talk about it, which is counterintuitive because a lot of folks think I'm not going to talk about it because that's too vulnerable.
[00:08:40] Brian Reese: I don't want to share that because it's going to make me look weak, and it actually does the opposite. Not only are you not weak, it makes you stronger. And it's therapeutic. To talk about it.
[00:08:53] Darren Reinke: There's so much there. And I'm just curious because we all have different degrees of some of the experiences that you've shared, even publicly.
[00:09:02] Darren Reinke: How do you go about getting off the mat? Not once, not twice, but three times, and even interesting your perspective looking forward, as that's not the last, there's going to be another period of brokenness. Hopefully, not to that extent, but how do you. Like, how do you persevere in those really challenging moments where you are so physically broken and mentally broken, that you couldn't even get off the ground.
[00:09:25] Brian Reese: Prayer was one thing, whatever you believe in, there are times when you may have everything you can do to get down on your knees and pray to whoever it is that you believe in. That was one thing. Prayer support from my family. Have a loving, loving parents. My mom and dad, my brother is a medical doctor, and he's a little bit older than me, but he's really helped me through some tough times and then serving other people.
[00:09:56] Brian Reese: I truly believe, Darren, that all of us have this innate biological need to serve other people. And when things aren't going well for you. Truly, I think the best thing you can do is try to help somebody else, and let's give them the simplest example. Maybe it's, you're, driving to pick up your kids from school, and you decide to fist bump and hug somebody whose homeless.
[00:10:26] Brian Reese: Maybe you give them $5, and you sit and pray with them. I'm gonna just share one experience, and this is not to brag. I was taking my son to. An event at school and we were running late, and I'm frustrated. I'm rattled. Some of my anxiety had to spike. We were hitting traffic. We're driving through stoplights, and we get to his school, and we're late.
[00:10:49] Brian Reese: And we're like jogging out. And my son, my eight-year-old, son's come on, dad relate. I'm yelling at him in the car. I just felt like a failure as a father. And we run up the stairs and there's a homeless. Guy laying on the stairs. It's 95 degrees in Texas, and he's moaning. I could, he's he's thirsty.
[00:11:12] Brian Reese: I see no water around. And we stopped just for a minute. My son, my eight-year-old son, walks up to this guy and hugs him. I didn't do anything. He walks up to this guy, he hugs him, and he asks him if we can get him food or water, And I just broke down, man. I just, I lost it.
[00:11:34] Brian Reese: And I had that realization that this is what really matters, like serving other people, being a good human, loving, other people, nothing matters more than that in life. And it was a really good lesson for me at a time when, I was just being a complete jerk. And so, that would be the lesson I would share with people.
[00:11:56] Brian Reese: Try to find a way to serve somebody else. It could just be one person. Maybe it's your kids. Maybe it's your spouse. Maybe it's somebody at work. Maybe you write somebody. A thank-you note. You help somebody whose homeless. You buy food for someone, you buy lunch for somebody, those little things can go so far.
[00:12:13] Brian Reese: And you never know when you're going to impact somebody's life.
[00:12:16] Darren Reinke: It's really powerful what you said. One just that you instilled that in your son, that spirit of service, but also interestingly is in your, one of your most challenging times in your life. It wasn't about you, getting yourself healed and fixed and was about prayer was about community, was around connection with family and around service.
[00:12:36] Darren Reinke: Nothing that was self-serving at all, which is really interesting, in terms of that's the best way to help ourselves is actually to take an outward facing.
[00:12:44] Brian Reese: Amen. I think it's so important. And I think Darren, what can happen is when you're at that moment, the woe is, may I just want to be on the couch, eating food, I want to go drink a bottle of alcohol, whatever your situation is that you're struggling with, it gets you to that point.
[00:13:03] Brian Reese: As humans, we tend to collapse inward. And to me, that's where the destruction happens. I think you need to serve outward, and that can be the focus that can help you break free of that.
[00:13:16] Darren Reinke: So how do you translate all that? The initial spark is an entrepreneur selling candy out of your locker, being a hustler in the streets or in the hallways of your school with these lessons of service.
[00:13:27] Darren Reinke: And I guess you didn't say gratitude, but prayer and community. And how did that translate and actually becoming an entrepreneur and starting your first business?
[00:13:36] Brian Reese: A lot of trial and error. And a lot of failures, what a lot of folks don't know is I've probably had eight or nine other businesses that completely failed, ideas of, I had a website we were going to do with travel back in the late two thousands.
[00:13:53] Brian Reese: I had a mobile test prep app at the time when the iPhone recently launched, I think it was 2008. I had along the lines of. The people of Walmart and some of these other, funny, hilarious websites and the gifts were taking off. We had a startup that was in that space. Again, there were a lot of failures, there were a lot of trial and errors, and I can tell you the difference was this.
[00:14:19] Brian Reese: Every other business I had tried to start, prior to serving veterans, didn't reflect who I was at my core. It wasn't my why. It wasn't the reason that I was put here on earth, and I truly believe that's why those businesses didn't do well. I don't think it had anything to do with market conditions. I don't think it had anything to do with any of that stuff.
[00:14:46] Brian Reese: I think it had to do with the fact that it just wasn't at my core of who I was. And it didn't allow me to serve my people, which are veterans. And once I shifted that focus to serving those who served the people I knew, that's where everything changed in my life.
[00:15:06] Darren Reinke: So how did this combination of this just natural entrepreneur from selling candy out of your locker room, in the hallways of your school, plus this spirit of service, how did that translate into starting your first.
[00:15:18] Brian Reese: Yeah. So, actually, the very first business I tried to start was a mobile test prep company. And we became pretty successful on the early app store with that app. But there's one area where we really failed, and that is our product was not that good. And I learned in a hurry that you can be successful early on, but if your product or your service is no good, you're going to have a really hard time growing sustainably.
[00:15:49] Brian Reese: And we hadn't built the right infrastructure behind the product. And right about the time we were getting ready to pivot, I got deployment orders to Afghanistan. And essentially, we ended up having to shut it down. So now, long story short, is that's one of about 10 different failures of failed businesses that happen during the period of about 2005 to 2015.
[00:16:14] Brian Reese: And those are the things people don't want to talk about. People don't understand the failures that typically serve as the lessons learned that are maybe the impetus for your success. And, people always talk about this idea of the aha moment or the overnight success.
[00:16:33] Brian Reese: Truthfully, I don't believe those exist. There was no aha moment for me. My overnight success has been 10 plus 15 years in the making. And that was really what sort of led to this though, was I had some experience in tech. I had some experience in website development. I had some personal frustrations with my own disability claim.
[00:16:56] Brian Reese: I was working with a Navy, former Navy FAA team. Who was working on starting a coaching and consulting business and helped him do that for a little while. And along the way, I just learned these are my peeps. Like, I keep talking about disability claims and benefits. I keep helping people at work about all these things.
[00:17:15] Brian Reese: There are so many areas here that are untapped. Why don't we try making a business out of it? That's what led to this. There was no singular moment that led to the creation of VA claims.
[00:17:28] Darren Reinke: It gets interesting because obviously, you look as a pain in the marketplace, but also almost like an extension of your own situation and some of the frustrations that you had.
[00:17:38] Darren Reinke: And I know you, you started to tell your story, I think, publicly on Facebook live, and that was really the Genesis for the business, but what was it that allowed you to take that leap and to be more public with some of your own personal issues and really starting to create that company in that brand and that.
[00:17:54] Brian Reese: That's a very good question. I haven't truly thought deeply about what led me to actually share that kind of, like I mentioned earlier though, on the brokenness, this was in a very dark period of my life. And I think it comes back to me wanting to try to give of myself, even in a period where I was personally struggling.
[00:18:19] Brian Reese: And, I remember holding the mobile device in our spare bedroom, civil old Texas upstairs. I remember I was sweating. My arm was sweating into my arms and I remember thinking I'm about to tell the world that I have PTSD and like my family didn't even know, like I'd never even told my family.
[00:18:39] Brian Reese: About some of the struggles that I had been dealing with. And I think, it's just, Darren, I think it goes back again to that spirit of service and wanting to try to help somebody else, even though I was, deeply, struggling with my own issues at the time.
[00:18:55] Darren Reinke: And how did you go from telling the world and telling the public about each struggling with some of those PTSD demons and so forth?
[00:19:02] Darren Reinke: How did that extend into an actual plan?
[00:19:04] Brian Reese: Kind of by accident. And I don't say that tongue in cheek, it really happened by accident in that all these veterans started watching and people started showing up people then started saying, Brian, that's my story. I feel like everything you just shared.
[00:19:22] Brian Reese: Is exactly what happened to me. I just went through a divorce. I've been an alcoholic. I'm struggling with depression. I just lost my job. I'm whatever. And all these folks just started jumping on in reiterating what I was saying and that, I remember thinking to myself at the time that I was the only one going through this.
[00:19:44] Brian Reese: And it's completely bonkers for me to think about that now. We're all struggling with at least one thing that nobody else knows about. And, truly, I think though that me being vulnerable rapidly grew our following so fast that I had to turn it into a business. So many people started following, so many people wanted my time.
[00:20:11] Brian Reese: So many people started emailing me. Then I had to do it. And I started looking at, wait a minute, maybe this could be an exit for me out of federal civil service to do this full time. If only it generated a little bit of revenue and for the first year and a half of our existence, we didn't generate much revenue at all.
[00:20:32] Brian Reese: It was really more of a side hustle. And it wasn't until we launched, or today, is our flagship program called VA claims and solder a elite. And I started certifying and train others in my process. That's when we really pivoted and became what I would call a real sustainable business.
[00:20:51] Darren Reinke: Yeah. I think it's interesting.
[00:20:52] Darren Reinke: Is that not only did you create, as you said, a sustainable business, but people talk a lot about purpose. I think you've almost superseded those things, and you've created a movie. A movement that combines a for-profit entity with a nonprofit, philanthropic angle with some intersections, with government and public policy and governmental policy.
[00:21:10] Darren Reinke: So can you talk to me about what does it mean to, to have started a movement? How do you go about sustaining it over time?
[00:21:17] Brian Reese: I'm trying to figure that out myself. No, just kidding. So, I think that truly entrepreneurs in general, if you look at some of the most successful businesses of this generation, They launched behind movements.
[00:21:31] Brian Reese: They really did. Look at it. Look at Facebook. I'm going to use Facebook, or now it's called Meda, but if you look at the early days of Facebook, it was exclusive, it was special. It was very hyper niche focused, and it caught on superfast. And it turned itself into this movement that, obviously, people don't realize that for the first year or two of Facebook's existence, you had to have a.edu email address just to sign up.
[00:21:58] Brian Reese: They didn't launch to the whole world, but if Facebook had launched to the whole world, there's no way we'd be talking about it today because it wouldn't have been successful. And so, Darren, one of the things I've learned is to launch a movement. You need to hyper niche. And what I mean is don't just niche, hyper niche.
[00:22:20] Brian Reese: So an example would be, as coaches and consultants who need help, and I'll ask them who they serve most of the time, they can't tell them. They can't really tell me who they serve, and I'll say, okay, is it men? Is it women? It's both. Okay. Tell me about where do they live? What do they look like?
[00:22:39] Brian Reese: What's their life? What are their jobs? Who do they hang out with? How much money do they have? What do they buy? You start, you have to go really deep into your customer, avatar to find out who it is you really serve. And so for, I'll use an example of the Clemson cider. We didn't launch to all 20 million veterans.
[00:23:00] Brian Reese: If our marketing messages had launched to 20 million veterans, we would have failed because we would've reached nobody. But instead what we did is we said, okay, there's 20 million veterans. The statistics show there's about 5 million disabled veterans. And based upon the veterans who have already told us about 80% of those who are disabled, are underrated, meaning they're not getting the benefits that they deserved.
[00:23:28] Brian Reese: So when we started our initial launch in our ad strategy, we were targeting about a million specific disabled veterans across Facebook and Google. And I think that's part of the reason why our growth accelerated so fast, was getting very hyper-focused on.
[00:23:48] Darren Reinke: Yeah, I think definitely great lesson in terms of really starting focus and then expanding hours.
[00:23:54] Darren Reinke: But I think also just this notion of vulnerability and connection, you're sharing your stories. So authentically, just creating such an authentic brand and experience to this hyper niche audience.
[00:24:05] Brian Reese: No doubt. No doubt that the personal, the vulnerability is what initially got folks to come. And then I think probably once we hit about six months in, when we actually started running a paid strategy, really getting hyper-focused on whom we serve was important.
[00:24:23] Brian Reese: But yeah, there's a lesson here. I think for every leader, Darren, is that the more violent. And a lot of people ask me, I feel like I'm being too vulnerable, and I'm like, I can guarantee you, you are not being too vulnerable. I've never seen that. I've never met a single leader who I've gone, oh, that's way too vulnerable.
[00:24:41] Brian Reese: Like you shouldn't share that. You're gonna, you're gonna lose your leadership team by sharing that. There's no such thing. And so, the advice I have for leaders is being more vulnerable. Not less.
[00:24:52] Darren Reinke: Absolutely. Yeah. In vulnerability comes strength, as you said,
[00:24:56] Brian Reese: It's in, its counterintuitive. I'm telling, coming out of the military.
[00:25:00] Brian Reese: If you would've told me that being more vulnerable was going to be the key to me, improving my life, improving my relationships, building a better, stronger business, a purpose-driven business, leading folks, the right way. If you would've told me that vulnerability would have done that, I would have laughed at you.
[00:25:19] Brian Reese: That's not what you think of when you think of, strong leaders in the military. But that's the truth. And again, be more vulnerable. I think that will help you reach your potential.
[00:25:30] Darren Reinke: Yeah. I think one other principle is just this idea of creation of community. Just from what I've seen, you talk about is both internally and externally.
[00:25:38] Darren Reinke: Do you mind talking about just the importance of community, both as a leader, but also as in creating a mobile?
[00:25:43] Brian Reese: Sure, community is pivotal, and vehicle names insider. We were really the first business in the veteran space to focus on building a robust community. The funny part, I talked about how we were bootstrapped, started with 5,000 bucks on a credit card.
[00:26:03] Brian Reese: I talked a little bit about how, we really were a side hustle for about 12 plus months. The reality is I was so focused on building the community and building the movement that I realized that once I get this to a certain point, if we focus on connection, if we focus on service, and we give away our best stuff, Eventually, I'm just going to ask them, I'm just going to ask my community, what do you need now?
[00:26:31] Brian Reese: And in August 2017, our mastermind membership had about a thousand members in it. At the time, it was a private Facebook group that got exclusive access to me and some extra training videos. I just asked him, I reached out. I said, if we were to develop a done with you VA claims program, We're an expert in my process, walks the journey with you.
[00:26:58] Brian Reese: Is that something you would be interested in, please comment? Yes. Below. And it was like 25 minutes later, the post just filled up with yes. Answers the post floated to the top of the Facebook algorithm. And I remember looking at my dad, we were standing in my kitchen and I showed him and I said, this is it.
[00:27:22] Brian Reese: This is how we turn this movement into a business where I can hire veterans, and we can serve more veterans it's this is how we do it, but it all started from building a community and then just asking them what they need next.
[00:27:39] Darren Reinke: They want a powerful example of how community both is a source for insight, right?
[00:27:44] Darren Reinke: From a business perspective, in terms of what should we build next, but also. In terms of the mastermind groups in terms of providing value to one another and just the support of creating a movement. So, it's just a really powerful example of how community is beneficial in so many different ways.
[00:28:00] Brian Reese: It's huge. And I think right now in 24, 7, 365, there's about 15,000 members now in the mastermind group, but they're all learning, sharing and serving each other. And yeah, I'll jump in, and I'll, do a video post or all. I comment on a lot of posts as well, but the mastermind is run by the other members of our program.
[00:28:27] Brian Reese: And you, to me, that aspect is just so powerful, and it's something that we do better. We do community better than any other business in this space.
[00:28:35] Darren Reinke: Well, Brian, I know you're a super busy guy. You got a lot of responsibilities beyond being an entrepreneur, being a family, man. I do appreciate your time.
[00:28:42] Darren Reinke: Where can people go to find out more about you and your company and all the benefits that you provide to veterans?
[00:28:47] Brian Reese: And you're very welcome again. Thanks for having me on. I'm sure anyone who needs some help. Now, if you're stuck, if you're frustrated, if you're underrated, if you're wondering, how do I get these VA benefits that I've earned for my service?
[00:28:59] Brian Reese: You can find us online at VA claims, insider.com. Fantastic. Thank you. You're welcome.
[00:29:09] Darren Reinke: Thanks for listening to today's episode of the Savage leader podcast. My hope is: You're walking away with tactics that you can apply to become a better leader in your life and in your career. If you're looking for additional insight into. Be sure to check out my book titled, The Savage Leader, 13 Principles to Become a Better Leader From The Inside Out. Also be sure to subscribe to the podcast and I would truly appreciate it. If you left a review and also rate the podcast. Thanks and see you all on the next episode.