another of our favorite guests, les mckeown says subject lines have the greatest impact on whether e-mailst opened and acted upon. and the founder of hub spot with a humorous warning. the probability of computer drive failure is proportionate to the time elapse since last full backup. minimize that probability. >>> in my travels talking to small business owners, i've always been struck by those who have been able to create working environments where everyone in the company is excited to come to work in the morning, where they all truly feel like critical parts of the team, and where there's a sense of cooperation and wanting everyone to succeed, which is why i am excited today to talk to simon sinic, who is the author of the new book "leaders eat last." great to see you, simon. this is the thing that every owner is jealous of when had they see a great corporate culture. in your studies you go back to the beginning of man to figure out how this works. >> well, i think people forget that trust and cooperation are not instructions. you can't tell people to trust you, and you can't instruct em