also here is les mckeown, the founder and ceo of predictable success, an incubation consulting companynd author of the book "the synergist:how to lead your team to great success." so good to see you. >> thank you. >> we talk so much on this show about indicatoring to the niche. that's how you can set yourself apart from the big guys but you have to size your market. and how do you do that? >> for me, i made the big mistake at 29 years old of trying to be an idealist and save the world and it killed me. for years i was trying to deliver this particular product that i thought would change the world somehow and that's not what my clientele wanted. the people did not want what i was pitching or presenting so i would just tell people to open up your parameters like she's doing to say, hey, we have a great food here, period, but because if she did the glut e gluten-free delivery, i would walk past the place. >> like her customers. how do you balance that? >> i like what she's done. she's got a beautiful mind. she's thought this through really well. most people confuse two things, hyperlocal