 and more, whatever specific goals that a traveler has set for why they want to travel in the first place. That's what a travel coach helps them with. All right, well, let's presume someone does, I mean, most people do know why they want to travel, if they're thinking about traveling or where they want to travel. So let's say they know why they want to travel, but they've never been to, oh, I don't know, I mean, Hong Kong, Mongolia, Greece, you name it. What do you do as a coach for that next step?