Don't read for yourself, read for your customers. It means acquire knowledge to be helpful to other people. When I read, I'm looking for one nugget that's gonna make me more valuable. If I can do that, then the market will reward that. Why? Because for $30, 6 hours of my time, maybe it takes me a month, maybe a week, depending on how much I'm reading, I can learn a person's perspective on a topic that took them 25 years. And then that way you're differentiated amongst all your peers to that customer.