Every plumbing company sells water softeners. Almost none of them have a water filtration division. That gap is where the growth hides. Culligan built an entire company on something sitting in your price book. Before you add a whole new trade, look at the verticals already inside the one you’ve got.

So I wanted to ask you guys have found your way into plumbing at least. Are there any verticals that you guys have experimented with? Touch them and like, ooh, definitely no one to do that. Good question. I think the thing that we think about when we think about adding trades, getting into different verticals is like, how do I find these verticals that are very like, almost like ancillary to what we do? So like if you do plumbing, you do water softener, you do, you know, ROs, you do all of these things, but like are we focused on it? Or is it just, it's in the plumber's price book. If a customer wants a water softener, we'll sell them one and we'll do it. Well, I begin to think well, there's culligans and pelicans and these people that literally just sell water filtration. Like why can't we have a water filtration division within this where people already count on those for their plumbing, we just focus on it. And so we think about that for plumbing, electrical generators, right? We sell generators, put them in, do all the things, but we don't have a full time sales staff, we don't have a leader of that division, but what if we did? 'Cause there's companies out there that just sell generators. So that's kind of how we think about it. I think that the biggest thing I would say about adding a new trade or adding another vertical is finding the leader who is going to be focused on that. Every day of the week trying to drive that thing forward.