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I've seen so many people that I sit with at one point I ask them like what's your profit margin and they'll throw a number and I said could you back it up with some data and then yes their accountant the bookkeeper will send me some information and then it's not that and I asked the bookkeeper and says we were at that margin but we long lost that because things happened in the market. So for business owners it's not only it's not a one time number. >> That's what happens when you avoid knowing your financials. Right? You find out later that this was and then you were living in la-la land.