Either they really aren't committed to the vision,
or they are not committed to this,
or they do not believe in the solution that's being offered.
In other words, I have my vision,
I'm excited about going forward with it.
You are offering me a solution,
but I do not believe that that's going to get me
where I need to go.
That may be an issue on the part of the leader
and it may be an issue on the part of the service provider.
And then that third category is fear,
that they really either are afraid,
what if this works, can I handle what I'm going to uncover,
or just I can't afford to make that investment,
I don't think it'll pay off quickly enough.
And the second part of that question was
how do business owners or how...