where it doesn't matter that just 100 miles away is the parthanon, one of the most beautiful buildings in the world. it is subtle and easy to talk about. are you going to build something as interesting as the leaning tower of pisa. are you going to make a product or service that when people are done using it they can't help to tell their friend about. >> and can you communicate that in an easy way. >> not the facts, the story. >> seth godin, really appreciate you coming on to share your thoughts. >> thanks, j.j. >>> when we come back, we'll have more on small business in washington. should the head of the spa be elevated to a cabinet-level position? >>> and an entrepreneur's conundrum. sell clothing online or in an apartment store? you know, those farmers, those foragers, those fishermen.... for me, it's really about building this extraordinary community. american express is passionate about the same thing. they're one of those partners that i would really rely on whether it's finding new customers, or, a new location for my next restaurant. when we all come together, my restaurants, m