Emotional branding, which is what we're talking about today, EQ, EQ, Emotional Quotient. Not IQ, EQ. Emotional branding is the reason why your customers evangelize you. Let me put this a little differently because this is the crux of my program. A powerful, emotional, one-of-a-kind, unexpected brand will turn a typical customer into a raving lunatic loyal evangelist for life. Emotional branding boosts profits. It increases customer retention. It decreases customer acquisitions costs, marketing and advertising. It builds your bottom line. You can't be successful – I don't care who you are or where you live, what you do, it doesn't matter – you can't be successful without a powerful emotional brand. It's not going to happen. So what exactly is emotional branding. It's an emotional connection a person has with another person, or with an entire organization. Based on what? Based on an experience. Based on a one-of-a-kind, where did that come from, I never thought possible emotional experience. Let me show you what I'm talking about. I'm going to do something very unexpected right now. Want me to surprise you? Now, this is a true story with a happy ending but it has one huge inherent problem and here's what it is, and it runs rampant in companies all sizes across every industry. I don't care if you have 50,000 or five employees. You can't have some people working at Micheline's level. Just offset issues from this dope working at this level. You'll never grow your brand. One person in a thousand will destroy your brand. You've got to get everybody. How in the world do 750 something people work at that level? Here's how. That director, do you know what she does? She brings somebody in and she goes, "Micheline, I hired you because I fell in love with you." She goes, "I trust you. You're brilliant, you're good, you're smart. I know you're going to make mistakes. Don't worry about it. Don't burn the building down; but you know what, you do what's best for the customer. That's all we can ask of you." She inspires, impassions and empowers. That other director, that manager in that store – which by the way he's no longer there. By the way, I called corporate headquarters… How can you shatter my expectation if you don't know what it is? How can you even meet my expectation if you don't know what it is? Don't send out a survey. You're not going to get real results back. People aren't honest. They fill them out just to get rid of them. Most of them don't fill them out anyway. Ask them. Say, "Look, kill me. I've got a thick skin. You can't hurt my feelings. What are you expecting? I want to make sure that I surprise you. I want to make sure that I excite you." This is what we need to do. Take them from here to here. Here's how most companies work. I've been around the McKenzie's, and