How is it that you get somebody to go ahead and do a deal with you? Well, there's two things you can do. You can raise your price and make your offer more attractive. Or you can make the possibility of rejecting your offer look worse. That is, you can work to lower the other side's patina. Let me tell you a story about how we experienced that in two negotiations at honesty. In the first case, a company that makes tea bags, who shall remain unnamed, was interested in purchasing Honest Tea. And they made us a proposal, we didn't think the proposal was particularly generous, and told him so. The response from the CEO was to get a little bit miffed and say, you know, you really, really, really should take our offer. Because if you don't, what we're gonna do is we're gonna come into the market, we're gonna take our tea. We're gonna put it in bottles, and we are going to crush you, so that your company is going to be worth nothing when we're done. Well, our response was two fold. One, go ahead and try, because from our perspective, we had failed trying to sell tea bags, and so we knew that selling bottle tea was really quite a bit different than trying to sell tea bags. And the second was we wanna have nothing to do with you, because it that's the kind of person you are, frankly, we don't want to trust our company and the future of this great business that we built, to someone who wants to act in that fashion. Okay, well, we didn't do this deal and, guess what, they didn't enter the bottled tea business. He was ultimately an idle threat. Now later, when Coca-Cola came to talk to us, they also wanted us to understand what would happen if we didn't do a deal with them. But they did it in a much better way. So the story was told as follows. At Coca-Cola we sold tea, bottled tea, in a joint venture with Nestle, under the brand Nestea. And that joint venture wasn't working as well as we had hoped, and so we've ended the joint venture. As a result, we now have a mandate, to go and purchase a tea company. Tea is the biggest hole in our beverage portfolio. We've looked around the country, around the world and you, are our first choice. So we would like to buy your company and have you be part of our family. However, if it turns out that we're not able to get our first choice, we still are gonna have to do something. Because this isn't a like have, this is a must have for us, and so we hope that we succeed in doing the deal with you, but at the end of the day, we are going to purchase a tea company. And from our perspective, we then could understand that if we didn't end up selling and taking advantage of this wonderful opportunity, we would have to compete against Coca-Cola and its distribution. And in the future, obviously, they'd be less interested in purchasing from us because they would already have their tea company. The lesson is you can raise your offer or you can work to lower the fall back opportunity, if they don't accept your offer. But if you do that too straightforward in the form of a threat, you could very well sour the deal. It is okay, however, to help the other side appreciate the consequences of what it is that's likely to happen if you don't do the deal. [SOUND]