let's turn to rob kirtz from "huffington post" small business and david marks is a strategist who is author of the book "new rules for marketing p.r." >> i am hungry after that, and let's ee's go to lunch. >> yeah, well, coffee until then. one of the things i loved in the piece no matter how mad people are, make them happy. often times we get people calling us up who is so upset about things that are not our fault, and how do you make them happy and how do you challenge the employees to make the cu customer as happy as you feel as an owner. >> well, it is a classic challenge. the challenge is to get the ownership to the people, and make them feel as though they are a partner as well and they have a vested interest as well, and of course, you could compensate them somehow, but make it part of their business. you think about something like a restaurant or i travel a lot, airplane flight, and it is an experience, and the challenge is, you know, i can pick any airline to get me from a to b, but it is the experience of six hours in a metal tube that is important, right. >> and you want to