book, "rule #1: the simple strategy for successful investing i only 15 minutes a week," and lawrence gelburdructor at the wharton school of business. >> so, i will tell you what's interesting to me about this piece, he said you always have to be the unsatisfied customer. do you do that if you're a small business person? >> you don't have to. you like to be a life-long experimenter. he likes to experiment, he has experties and energy. >> what i saw in this, he also a got the critical things that give him a big moat. secrets on how he makes the sticks. he has the competitor going how do you even make a perfect stick? you roll it on the table, you moron. that creates a brand for him. then he has these incredible people out there saying i have to have this stick. they are not going to switch over to a competitor's stick, whatever the price. >> he says he's the perfect pair. he has got to deliver on that. >> he was the first to put those in a package together instead of as individual sticks. that sent a message in his packaging and the way he looked at product. you get enough musicians to use it,