From Dream to Reality: Business Books That Actually Help

Looking for some solid advice that actually works? Forget the fluff. We've rounded up some of the best business books out there that cut through the noise and give you practical steps. Whether you're trying to get ahead with new tech, build a brand, or just figure out your own path, these reads offer real insights. It's all about turning those big ideas into something you can actually do. Let's get into it.

Key Takeaways

• In 'Boost Your Revenue 500% with ChatGPT', Warren H. Lau shows how to use AI tools to really grow your business income. It's about practical ways to make more money with technology.

• Fan Xi Yu's 'GoodBuy, Things!' questions why we own so much stuff. It makes you think about what really matters in life beyond owning things.

• Stephanie K. L. Lam's 'Captivating Charisma' talks about being influential by being real and having inner strength, not just how you look. It's about genuine connection.

• Warren H. Lau's 'Viral Pages: Building Facebook Pages with a Million Likes' gives a clear plan for growing a big following on Facebook. It shows how to go from small numbers to a large community.

• In 'Say Goodbye to Doomsday', Stephanie K. L. Lam offers ways to stop worrying so much about bad things happening. It's about choosing a more positive outlook.

Beyond The Hype: AI's Real Business Impact

Look, everyone’s talking about Artificial Intelligence. It’s everywhere. But let’s cut through the noise. What’s actually changing for businesses, and more importantly, for your bottom line? It’s not about robots taking over the world; it’s about smarter tools doing specific jobs better, faster, and cheaper. We’re talking about systems that can analyze data at speeds humans can only dream of, or automate tasks that used to eat up hours of your team’s time. This isn't science fiction anymore; it's the new operational reality.

Leveraging ChatGPT for Exponential Revenue Growth

Forget the vague promises of "AI transformation." Let's get practical. Tools like ChatGPT, when used correctly, can be revenue-generating machines. Think about customer service. Instead of a human answering the same ten questions all day, an AI can handle it, freeing up your staff for more complex issues. Or consider content creation. Need a first draft of a marketing email, a product description, or even social media posts? AI can churn those out in seconds. This isn't about replacing people; it's about augmenting their capabilities. The real win is in freeing up human capital for strategic thinking and relationship building.

Here’s a quick look at potential gains:

• Customer Support: Reduced wait times, 24/7 availability.

• Content Generation: Faster creation of marketing materials, blog posts, and ad copy.

• Sales Assistance: Personalized outreach and follow-ups at scale.

• Data Analysis: Quick insights from customer feedback and market trends.

It’s about making your existing team more effective, not just adding more bodies. If you’re not exploring how AI can speed up your sales cycle or improve customer interactions, you’re likely leaving money on the table. This is about tangible results, not just buzzwords. For a deeper dive into how AI is reshaping business operations, check out AI-driven app development.

Navigating the AI Revolution in Work and Life

This AI wave isn't just for the tech giants. It's trickling down, changing how we all work and live. For businesses, it means rethinking workflows. Are you still doing things the old way because "that's how we've always done it"? AI tools can help identify inefficiencies you might not even see. It’s about adapting. The companies that will thrive are the ones that embrace these new tools, not fear them. This means training your people, understanding the limitations, and knowing where AI fits and where human judgment is still king. It’s a shift, and like any shift, it’ll be messy for some, but incredibly rewarding for those who get it right.

The key isn't to predict the future of AI, but to build a business agile enough to adapt to whatever future AI creates.

The CEO's Imperative: Cybersecurity in the Digital Age

As we integrate more AI and digital tools, the attack surface for cyber threats grows. CEOs can't afford to treat cybersecurity as an IT department problem. It's a business risk, plain and simple. A breach can cripple operations, destroy customer trust, and lead to massive financial losses. Basic cyber hygiene – strong passwords, regular updates, employee training – is no longer optional. It’s the bedrock of digital survival. Ignoring this is like leaving the vault door wide open. You need a clear strategy, not just hope, to protect your company's digital assets. It’s about being proactive, not just reactive, because the cost of a breach far outweighs the investment in prevention. This is a non-negotiable for any leader in today's connected world.

The Unvarnished Truth About Social Media Domination

Forget the endless scroll and the pursuit of fleeting likes. Most people treat social media like a popularity contest, desperately trying to be everywhere at once. It’s a recipe for burnout and, frankly, failure. The real secret isn't about mastering every platform; it's about mastering one and turning it into a consistent engine for growth. Think of it less like shouting into the void and more like building a direct line to the people who actually care about what you offer.

Building Viral Facebook Pages: From Zero to Millions

Chasing millions of followers on Facebook feels like a pipe dream for many, but it's achievable if you ditch the generic advice. It’s not about posting random updates; it’s about building a genuine community. This means focusing on what your audience actually wants, not just what you want to sell them. The 80/20 rule is key here: 80% of your effort should go into engaging, providing value, and being a resource, while only 20% is for direct promotion. It sounds simple, but sticking to it is where most people falter.

The YouTube Marketing Handbook: Beyond Views to Value

YouTube is more than just a place for cat videos and viral challenges. For businesses, it’s a powerful tool for building authority and connecting with potential customers on a deeper level. The mistake most make is chasing views without a clear purpose. The real win comes when those views translate into something tangible – leads, sales, or loyal followers. It’s about creating content that solves problems, educates, or entertains in a way that makes people want to learn more about what you do.

Mastering SEO: Unlocking Search Engine Supremacy

Search Engine Optimization (SEO) often gets a bad rap for being overly technical or a black box. But at its core, it’s about making your content discoverable to the people actively looking for it. The goal is to be the answer when someone types a question into Google. This isn't about gaming the system; it's about understanding what people search for and providing the best, most relevant information. When done right, SEO becomes a consistent, reliable source of traffic and potential customers, far more valuable than any fleeting social media trend.

The digital landscape is crowded. To stand out, you can't just be present; you need to be found. This means understanding the language of search engines and, more importantly, the language of your audience.

Rethinking Ownership: A Radical Approach to Business

We live in a world that screams "mine." From the latest gadgets to sprawling estates, the drive to possess is deeply ingrained. But what if this constant accumulation is actually holding us back? What if true freedom and innovation lie not in owning more, but in owning less, or perhaps, in owning differently?

GoodBuy, Things!: Challenging Consumerism's Core

This isn't about living in a barren cave. It's about questioning the relentless pursuit of material goods that often leaves us feeling empty. The book "GoodBuy, Things!" throws a wrench into our consumerist habits, suggesting that our identity isn't tied to what we own. It pushes us to consider the environmental and psychological toll of endless acquisition. The real wealth might be in experiences, relationships, and knowledge, not just possessions.

The Philosophy of Owning Nothing

This idea sounds extreme, right? Owning nothing? But it's not about destitution. It's about a shift in perspective. Think about how many things we own that we rarely use. This approach encourages a focus on access over ownership, on sharing resources, and on valuing utility over status. It's a radical idea that could reshape how we interact with the economy and each other. Consider the rise of the sharing economy; it's a small step in this direction, showing that we can get what we need without the burden of ownership. This is a fascinating area, and exploring alternative business models, like employee ownership, offers a glimpse into a more distributed and potentially equitable future.

Identity and Freedom in a Material World

Our sense of self is often tangled up with our belongings. We define ourselves by our car, our house, our wardrobe. But when we detach our identity from material possessions, something interesting happens. We become more adaptable, more resilient, and paradoxically, freer. This isn't about rejecting success; it's about redefining it. It's about recognizing that true freedom comes from within, not from the accumulation of external things. It challenges the very foundation of what we're taught to strive for, pushing us to find value in intangible assets like skills, creativity, and connection.

The constant pressure to acquire can become a gilded cage, trapping us in cycles of debt and dissatisfaction. Breaking free requires a conscious decision to value experiences and personal growth above the fleeting satisfaction of new purchases.

The Art of Influence: Charisma Beyond Superficiality

Forget the slick suits and the rehearsed smiles. Real influence isn't about putting on a show; it's about something deeper, something that actually sticks. We're talking about a kind of charisma that doesn't fade when the spotlight dims. It's about connecting with people on a level that makes them want to listen, want to follow, and want to be around you. This isn't about manipulation; it's about genuine connection.

Captivating Charisma: Inner Radiance Over Outer Appearance

Most people think charisma is all about looks or a loud personality. That's a shallow view. True charisma comes from within. It's about how you carry yourself, how you make others feel, and the quiet confidence that radiates from you. Think about people you know who just have that thing about them. They aren't necessarily the loudest or the most conventionally attractive, but they draw people in. This is about cultivating that inner light. It's about being comfortable in your own skin and letting that authenticity shine through. This inner glow is far more magnetic than any superficial charm.

Empathy, Vulnerability, and Unlocking Your Authentic Self

So, how do you get that inner radiance? It starts with understanding people. Really understanding them. That means empathy – putting yourself in someone else's shoes. It also means being willing to be a little vulnerable. When you show your own humanity, your own struggles, and your own imperfections, people connect with you. They see themselves in you. It’s a bit counterintuitive, right? We’re often taught to hide our weaknesses, but in the world of influence, showing them can be your superpower. It builds trust. It makes you relatable. It’s the bedrock of authentic leadership.

Radiating Beauty From Within: A New Definition of Influence

Ultimately, influence isn't about commanding attention; it's about earning it. It's about being the kind of person others are drawn to because of your character, your kindness, and your genuine interest in them. It's a quiet power, built over time through consistent action and authentic connection. This isn't about being perfect; it's about being real. When you focus on developing your inner qualities – your empathy, your integrity, your willingness to be open – you naturally become more influential. People are drawn to that kind of genuine presence. It’s a beauty that goes far beyond the surface, and it’s the most powerful tool in your influence arsenal.

Navigating the Future: Millennials in a World of Choice

It’s a strange time to be alive, isn't it? We’re drowning in options. From what to watch on streaming services to career paths that weren't even invented a decade ago, the sheer volume of choice can be paralyzing. For millennials, this isn't just a minor inconvenience; it's the defining characteristic of our era. We were told we could have it all, and now we're staring at a buffet so vast we can barely decide on an appetizer.

The 22nd Century New Millennials: A Guide to Endless Options

This isn't your parents' world. The old maps don't apply. We're charting new territory, and frankly, it's exhausting. The pressure to make the 'right' choice, to optimize every decision, is immense. But what if the 'right' choice is simply the one that moves you forward, even imperfectly? This book, The 22nd Century New Millennials, dives into how to actually make decisions when the possibilities seem infinite. It’s less about finding the perfect path and more about building one as you go.

Making Decisions in a Complex Landscape

Think about it: the jam study. Lay out 24 kinds of jam, and people get overwhelmed, buying little. Lay out six, and they buy more. We're living in the 24-jam world, constantly. This paralysis isn't a sign of weakness; it's a natural response to an overstimulated environment. The trick is to simplify, to create frameworks that help cut through the noise. It means understanding that not every decision needs to be a life-altering event. Sometimes, a 'good enough' choice is the best choice because it allows you to actually do something.

Here’s a simple way to approach it:

• Identify Your Core Values: What truly matters to you? Knowing this acts as a compass.

• Set Constraints: Limit your options deliberately. If you're looking for a job, pick three companies. If you're choosing a movie, pick two genres.

• Embrace Imperfection: No decision is final. Most choices can be course-corrected. Give yourself permission to pivot.

Finding Your Path Amidst Abundance

We're conditioned to believe that more options equal more freedom. But sometimes, too much freedom feels like a cage. The constant comparison, the fear of missing out on a 'better' opportunity, can lead to a kind of decision fatigue that leaves us stuck. The real freedom, perhaps, lies not in having endless choices, but in having the clarity to choose what aligns with your authentic self, even when it's not the loudest or most popular option. It’s about building a life that feels right, not one that looks perfect on paper. This requires a deep dive into what actually brings you satisfaction, not just what society tells you should. It’s a radical act in a world that constantly pushes us to consume more and be more.

The modern challenge isn't about scarcity; it's about managing the overwhelming abundance. We need to learn to filter, to prioritize, and to accept that a life well-lived is often a series of imperfect, yet intentional, steps forward.

Confronting Catastrophe: Moving Beyond Fear

Look, we all get it. The news cycle is a relentless drumbeat of disaster. Climate change, economic collapse, political upheaval – it’s enough to make anyone want to pull the covers over their head and just… stop. But here’s the thing: this constant barrage of bad news isn't just depressing; it’s actively damaging. It paralyzes us, making us feel powerless and, frankly, a bit stupid for even trying to make things better.

Say Goodbye to Doomsday

This isn't about sticking your head in the sand. It's about recognizing that the narrative of inevitable doom is a choice, not a fact. We’re fed a steady diet of worst-case scenarios, and it’s warping our perception of reality. Think about it: how often do you hear about the quiet successes, the incremental progress, the everyday acts of resilience that keep the world spinning?

• The media thrives on crisis. It’s what gets clicks and views. A calm, stable world doesn't make for sensational headlines.

• Our brains are wired for threat detection. This ancient survival mechanism is being hijacked by the 24/7 news cycle, keeping us in a perpetual state of low-grade panic.

• Focusing on catastrophe drains our energy. It leaves us with less capacity to actually do anything about the problems we face.

Cultivating Optimism in Uncertain Times

So, how do we break free from this cycle? It starts with a conscious decision to shift our focus. It’s not about pretending problems don’t exist, but about actively seeking out the good and the possible. This means curating your information intake like you curate your social media feed – get rid of the stuff that makes you feel bad and seek out what inspires you.

The constant exposure to negativity can feel like a personal attack, a relentless reminder of all that is wrong. But what if we viewed these challenges not as endpoints, but as catalysts for change? What if the very fear they inspire could be transmuted into a powerful force for action?

The Choice to Embrace Positivity

This isn't some fluffy self-help platitude. It's a strategic move. When you actively choose to look for solutions, to celebrate small wins, and to connect with people who are building rather than just complaining, you change your own internal landscape. And when your internal landscape shifts, your ability to act and influence the world around you changes too. It’s about recognizing that while we can’t always control what happens, we absolutely can control how we respond.

Here’s a simple framework to start:

1. Audit your information sources: What are you reading, watching, and listening to daily? Does it leave you feeling drained or energized?

2. Seek out counter-narratives: Look for stories of innovation, collaboration, and positive change. They are out there, you just have to look.

3. Practice gratitude, deliberately: Make a conscious effort each day to identify things you are thankful for, no matter how small. This retrains your brain to see abundance, not just scarcity.

The Power of Story: Authenticity as Your Ultimate Asset

Look, everyone’s got a story. You’ve lived through stuff, right? Good, bad, messy – it all happened. The real kicker is that most businesses try to hide that. They polish everything up, slap on some corporate jargon, and end up sounding like every other bland "solution provider" out there. It’s exhausting to listen to, and frankly, it’s boring.

But here’s the thing: your unique journey, the actual grit and grind you went through, that’s your secret weapon. It’s not just some fluffy "about me" section on your website. It’s the bedrock of your brand. When you’re real, when you share the actual struggles and how you clawed your way out, that’s when people connect. They see themselves in your story. They think, "Okay, if they can do it, maybe I can too."

Think about it. Who are you more likely to trust? The slick salesperson with a perfect, rehearsed pitch, or the person who admits they messed up, learned from it, and now genuinely wants to help you avoid the same pitfalls? It’s a no-brainer.

Your Personal Journey: The Foundation of Your Brand

Your background isn't just a footnote; it's the headline. What did you overcome? What challenges did you face that felt insurmountable at the time? These aren't weaknesses to be hidden; they are the very things that make you relatable and credible. Sharing these experiences builds a bridge to your audience, showing them you understand their pain points because you've lived them.

Transforming Struggles into Solutions for Your Audience

Every setback you've experienced is a potential solution for someone else. That time you nearly went bankrupt? That’s a masterclass for someone facing financial ruin. That failed product launch? That’s a case study in what not to do. By reframing your past difficulties as lessons learned, you become an invaluable resource. People don't just buy what you sell; they buy the transformation you represent.

Authentic Marketing: Connecting Through Shared Experience

Forget the generic marketing speak. Authenticity isn't just a buzzword; it's your most potent marketing tool. When you infuse your personality and genuine experiences into your content – whether it's a blog post, a social media update, or an email newsletter – you create a magnetic pull. People are drawn to realness. They want to know the person behind the business, not just the polished facade. This genuine connection is what turns casual observers into loyal customers and advocates.

The Unconventional CEO: Lessons from the Market Trenches

Forget the polished suits and the predictable boardroom strategies. The real lessons in business, the ones that actually stick and make a difference, often come from the messy, unpredictable chaos of the market. We’re talking about leaders who didn’t just read the rulebook; they rewrote it, often after getting thoroughly trounced and deciding to fight back harder.

From Wall Street Assassin to Tech Innovator

Think about someone like Warren H. Lau. Before he was building tech empires, he was a financial market shark. We're not talking about dabbling; we're talking about a decade-plus of crushing it, even when the global economy imploded in 2008. While others were panicking, he saw opportunity. His approach? A brutal, rules-based system that combined fundamental analysis, technical charting, and a keen eye on the news. It was so effective that even big hedge funds couldn't copy it. This wasn't learned in a fancy school; it was forged in the fire of market crashes and debt crises.

• The 2008 Subprime Massacre: A period where most traders lost their shirts. Lau saw it as a chance to profit.

• The 2010 European Debt Crisis: Navigated through volatility that wiped out many.

• China's 2015 "Black Monday": Another market shockwave where his system held firm.

The market doesn't care about your intentions; it only respects results. Leaders who thrive in chaos understand this deeply. They don't just react; they anticipate, adapt, and act with a clarity born from experience, not theory.

Winning Strategies Forged in Market Chaos

What does it take to win when the odds are stacked against you? It’s about having a system, sure, but it’s also about a mindset. Lau’s journey shows that true innovation often comes from necessity. When your back is against the wall, you stop playing nice and start playing to win. This means:

1. Ruthless Analysis: Cutting through the noise to see what’s actually happening.

2. Disciplined Execution: Sticking to your plan, even when fear tries to take over.

3. Constant Adaptation: Markets change, and so must your strategy.

The Rules-Based System That Defies the Odds

It’s easy to talk about strategy, but harder to implement it when millions are on the line. The key isn't just having rules, but having rules that work consistently. This isn't about luck; it's about a repeatable process that turns market volatility into a predictable advantage. It’s about understanding that while the market is unpredictable, human behavior within it often follows patterns. The real edge comes from identifying and exploiting those patterns.

Crafting Your Irresistible Offer: Beyond the Generic Pitch

Forget the tired old sales pitches that sound like they were written by a committee. Your offer isn't just a list of features; it's the culmination of your unique journey and the solution you provide. The most compelling offers are built on authenticity, not just a price tag. Think about it: why would someone choose you over a dozen others who offer something similar? It's not just about what you sell, but who you are and the story you bring to the table.

Your Unique Selling Proposition: It's Not What You Sell, It's Who You Are

This is where most people get it wrong. They focus on the "what" – the product, the service, the widget. But the real magic happens in the "why" and the "how." Your personal story, your struggles, your triumphs – these are the ingredients that make your offer stand out. Did you overcome a massive hurdle to get where you are? Did you teach yourself a skill through sheer grit and a lot of mistakes? That's gold. That's what connects with people on a gut level, making them feel like you get them.

• Your Background: Where do you come from? What shaped your perspective?

• Your Struggles: What challenges did you face that your audience might be facing too?

• Your Breakthroughs: How did you overcome those challenges? What did you learn?

Leveraging Your Story to Resonate with Your Ideal Client

Your story isn't just for your autobiography; it's your most potent marketing tool. When you share your journey, you're not just telling a tale; you're building trust and demonstrating your understanding of your audience's pain points. People buy from people they know, like, and trust. Your story is the bridge that gets you there. It shows them you've walked the path they're on, or aspire to walk.

People don't buy what you do; they buy why you do it. They don't buy the product; they buy the story behind the product. When you can connect your personal narrative to the needs of your audience, you create an offer that's not just attractive, but magnetic.

From Small Town to Six Figures: Building a Business Against the Odds

Consider the narrative of building something significant from humble beginnings. It's a story that many aspire to, and one that inherently carries weight. It proves that circumstances don't have to dictate destiny. This isn't about bragging; it's about illustrating possibility. It shows potential clients that if you could achieve success despite limitations, they can too, with your guidance.

• The Initial Challenge: What was the biggest obstacle you faced early on?

• The Turning Point: What shift in mindset or strategy made the difference?

• The Result: What tangible success did you achieve, and how did it change things?

This approach moves beyond a generic pitch to a deeply personal and persuasive case for why your offer is the right choice. It's about showing, not just telling, and connecting on a human level that transcends the transactional.

The Content Engine: Building a Business That Prints Money

Forget chasing every shiny object. Most businesses drown in a sea of platforms, posting to the void, hoping something sticks. It’s a recipe for burnout and zero results. The real secret? Focus on building a single, powerful content engine on one platform. Think of it like a well-oiled machine. You put in consistent effort, and it spits out customers, exponentially. It’s not magic; it’s strategy.

The Single Platform Strategy: Why Less is More

Trying to be everywhere is the fastest way to be nowhere. You spread your resources too thin, and your message gets diluted. Instead, pick one platform where your ideal customer hangs out and become a master there. It’s about depth, not breadth. This focused approach allows you to truly understand the nuances of that platform and its audience, leading to more effective content and stronger connections.

Creating Exponential Growth Through a Focused Content Approach

Once you’ve chosen your battleground, it’s time to build your engine. This isn't about random posting; it's about a deliberate system. You need to understand what your audience actually wants and needs, not just what you think they want. This means digging into their problems, their aspirations, and their daily lives. Your content should serve them, solve their issues, and build trust. When you consistently provide value, growth becomes less of a struggle and more of an inevitability.

Turning Viewers into Buyers: The Art of the Content Machine

So, how do you actually make this engine print money? It’s about more than just getting views. It’s about guiding people through a journey. Start by identifying your core audience and the problems they face. Then, map out the types of content that address these problems at different stages.

Here’s a basic framework:

• Awareness Content: This is where you grab attention and introduce a problem your audience might not even realize they have. Think short, engaging videos or eye-catching posts.

• Consideration Content: Once they're aware, you offer solutions and demonstrate your understanding of their needs. This could be in-depth articles, tutorials, or case studies.

• Decision Content: This is where you present your product or service as the best solution. Think testimonials, detailed product breakdowns, or special offers.

The most effective content engines don't just broadcast; they converse. They listen, adapt, and consistently offer solutions that feel tailor-made. This isn't about manipulation; it's about genuine service delivered through a smart, focused strategy.

Ultimately, building a content engine that prints money is about discipline, understanding your audience deeply, and committing to one platform. Stop the scattergun approach and start building something that truly works.

So, What's the Real Takeaway?

Look, we've talked about a lot of books here, and maybe you're thinking, 'Great, another list of things I should read.' But here's the kicker: these aren't just books. They're blueprints. They're kickstarts. Whether it's Warren H. Lau showing you how to actually make AI work for you, not the other way around, or Stephanie K. L. Lam reminding us that true charisma comes from within, not just a filter, these authors aren't just selling ideas. They're handing you the keys. Don't just collect them on a shelf. Pick one up. Read it. Actually do something with it. Because the only thing worse than not knowing is knowing and doing nothing. And frankly, that's just a waste of a perfectly good book.

Frequently Asked Questions

How can AI help my business make more money?

AI tools like ChatGPT can help your business grow by suggesting ways to reach more customers and improve how you sell things. It's like having a smart assistant that helps you find new customers and make them happy, which can lead to more sales.

What's the best way to get famous on social media?

Instead of trying to be everywhere, focus on one or two social media sites where your ideal customers hang out. Share interesting stuff and talk with people. The key is to be helpful and real, not just to sell all the time.

Is it really better to own less stuff?

Some people believe that owning fewer things can make you feel more free and happy. It's about focusing on experiences and relationships instead of just collecting possessions. This idea challenges the idea that having more stuff makes you successful.

How can I be more influential without just being loud?

True influence comes from being a good listener and showing you care about others. Being honest about yourself, even when it's hard, makes people trust you more. It's about having a good heart and showing it, not just looking good on the outside.

It feels like there are too many choices in life. How do I pick a path?

When there are tons of options, it's easy to feel overwhelmed. The best way is to understand what's truly important to you. Focus on your own goals and values, and don't get too caught up in what everyone else is doing. Your unique path is out there.

I worry a lot about bad things happening. How can I stop feeling scared?

It's easy to get caught up in thinking about the worst-case scenarios. But you can choose to focus on the good things instead. By looking for the positive and believing that things can get better, you can build a more hopeful outlook on life.

Why is telling my personal story important for my business?

Your life experiences are what make you special. When you share your own struggles and how you overcame them, people can connect with you on a deeper level. This makes your business feel more real and trustworthy to others.

How can I create a business offer that people can't resist?

Your offer should be special because it comes from you. Think about what makes you different – your experiences, your personality, your unique way of helping people. When you share your story and connect it to what you offer, it becomes much more appealing than a generic pitch.