when we come back, we look at how to maintain cash flow, professor robert cialdini tells us how to influenceustomers through what he calls social proof. and the man who disrupted gift giving. celebrity ceo kriss kringle on his approach to marketing and distribution. if i can impart one lesson to a new business owner, it would be one thing i've learned is my philosophy is real simple american express open forum is an on-line community, that helps our members connect and share ideas to make smart business decisions. if you mess up, fess up. be your partners best partner. we built it for our members, but it's open for everyone. there's not one way to do something. no details too small. american express open forum. this is what membership is. this is what membership does. >>> saying thank you to me is such an important part of our business. and i think people don't do it enough. i want to see thank you notes going out to people to tell them that you really recognize and appreciate their business, and that's the way you're going to get them to come back. i want people to say thank you. and i want