we talk to our retrofitness franchis franchisees, think about when you signed the document to enon t open the franchise. that passion, that energy. >> when every single customer counted. and so you have that -- i'm constantly pitching this and i'm so excited about it. >> and that is the difference between successful entrepreneurs and the ones that just tread water and then fail and drown. the ones who keep the passion. that is a lifeline for your business over time. >> elizabeth, thought your career you've worked with small businesses. working with dell, of course. so what is something that you found that makes something succeed is this. >> the most successful companies are the ones who put purposethi >> the most successful companies are the ones who put purpose into profit. if you really think about what am i contributing to the world, whether i'm a store on the corner and calf naturing every person so they can to a great job or i'm a company like dell trying to use technology to democratize the world and give them access to information, what is that purpose behind your business. an