The next kind of influencer, there are going to be some people in your organization that say, really, do we have to schmooze with them? And the answer is yeah, it can be really, really, really useful, this group is called activists. Now you probably have known some of these people, you may be some of these people. You may have friends who are some of these people, but what is an activist? Well, basically what makes them tick, what they think of themselves is that my beliefs can make me move mountains, they're passionate. So if you want to engage them, and you do, here's what you have to do. You have to give them access, And then you have to listen. Now don't be shy just because they disagree with your point of view. That's okay, you're establishing a dialogue, this is a conversation. But to have any impact on the world, you're going to have to figure a way to bring these people in at some point. Sit down, listen to them, join the conversation and you, you need to keep an open mind. This is not one where you're going to try to basically present them with a point of view. And my example here is Jennifer Evans Cario. Let me just tell you a little anecdote about Jennifer so that you basically understand what makes these activists tick. Jennifer breastfed her children, that's okay, and she decided to create a blog called The Lactivist, funny. And they sold T-shirts as a way of fundraising for other mothers who were also into breastfeeding because, guess what? They have lots of key issues around, I gotta keep milk available, whatever, so she sold T-shirts. One of the T-shirts was sort of funny, it was the other white meat. Now it turns out that's the slogan of the Pork Board, and they decided to send her a cease and desist letter, to an activist. So what did Jennifer do? She organized, She made an issue out of this, she got other activists to basically say, okay, Pork Board, here's what we think about your cease and desist letter. And the Pork Board realized the hornet's nest that they'd stepped into and basically had to say, look, we give up. Tell you what, is there a charitable contribution that we can make to an organization that will get us out of trouble, get us out of hot water? So again, real people, they have real passion, they exist out there, you just need to engage them in a very different way. And think about Jennifer the next time that you encounter an activist and understand that there are ways to engage. You just need to be aware that this is a different kind of influencer.