113. What the BSB and Hilary Duff Can Teach You About Marketing

The Backstreet Boys are everywhere. The Jonas Brothers brought out Jesse McCartney, JoJo, and Demi Lovato on tour. Hilary Duff is back. And grown adults with mortgages and probably some form of joint pain are screaming like it's 2006 in Claire's.

Clearly, as a marketer, I couldn't just sit back and enjoy -- I had to figure out why it was working. And what I found is a marketing mechanism that literally changes people's emotional state — and you can use it whether your audience is into boy bands or has never heard of Jesse McCartney in their life.

This episode is about nostalgia marketing. Not the surface-level "reference old stuff" version. The actual psychological reason it moves people from skeptical to sold.

In this episode:

• Why nostalgia isn't just a generational trick — it works on every human brain, full stop
• What's actually happening when a Jonas Brothers crowd goes feral (and why it matters for your content)
• The research on nostalgia and willingness to spend money — it's not subtle
• 5 ways to bring this into your marketing right now, none of which require a Backstreet Boys reference
• Why vague origin stories don't land — and what emotional specificity actually does
• The comeback arc and why you should never quietly reappear after time away

If your content feels like it's landing flat even when you're showing up consistently, this one's for you.

Resources mentioned:

• Real Secrets of CEO Moms Audio Summit (free!): https://yaelbendahan.com/realsecretspod
• Summer Sales Intensive: yaelbendahan.com/summersales

LINKS
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Transcript

Speaker 0:00

When the Jonas Brothers bring McCartney out on stage, for example, speaking as a teenage girl who's very into Jesse McCartney, nobody is just thinking, "Oh, I remember that song. That was a nice song," right? They're thinking, "I remember who I was when I loved that song," right? That girl had posters on her wall, maybe, who had her whole life in front of her, who felt things so intensely, who believed in so many possibilities. And when you make someone feel connected to that version of themselves even briefly they associate that feeling with you, and that is not a small thing.

Speaker 3 0:28

Welcome to the Raising Your Business podcast. I'm your host, Yael Bendahan, founder of CEO Mom Academy, mom of six, and lifelong reading addict. This podcast is here to empower moms to run their businesses and lives like the powerhouse CEO they are. I want you to believe that you can have the business success you desire and be present with your family, and to give you my best tips and strategies for how to make that happen. I'll be sharing the honest reality of balancing business and motherhood, biz models that work for you, marketing simplicity, and the mindset of a CEO mom. Now, let's dive in.

Speaker 1:10

Welcome back to the podcast, and I'm really excited about this. My voice is a little ugh 'cause I have a sore throat, but I really wanted to get this out there. I've actually- I'm really excited about this topic because I've been wanting to talk about it for a while now, and it never felt like the right time, but I'm like if not six weeks before I have a baby, then when, right? And th- this is because it just incorporates my favorite stuff, which is millennial nostalgia and n- '90s, 2000s music and and all things Backstreet Boys. And obviously how it ties into business and marketing because when you are a business owner and you are, especially when you are a marketer, you see marketing lessons everywhere And that is how my life feels. And and it's just so much fun to be able to share what I see in pop culture with you. So if you are a millennial mom, this is gonna speak to you 1000%. If you're a little bit less millennial, then you can still learn something, okay? So if you haven't noticed over the past year or so, the Backstreet Boys have been literally everywhere. They are trending, their audio's all over my feed. I don't know about you, but I keep seeing clips from their from their from their concerts and the Sphere, right? People are losing their minds, all right? And I am people, I'm absolutely losing my mind. And unfortunately, due to, convenience, the fact that I have six children, the fact that I'm pregnant, the fact that there's been a war on here, I've not been able to make it. But I did tell my husband, I'm just, "By the way, if you ever wanna give me the best present ever, this is what it would be So if you could figure out a way to get all of our six children taken care of... seven, and get me somehow to Vegas, I am there." And then I saw the Jonas Brothers went back on tour, and Hilary Duff went back on tour. And the Jonas Brothers, I, what I loved was that they were, every time every show, they brought out another Disney Channel era pop star as a surprise guest. Jesse McCartney, who, oh my God, was, like, my favorite, one of my favorite singers in high school. JoJo, Demi Lovato. And the crowds were feral in the best possible way. These are grown adults, mostly women, let's be honest, but, like I say, grown adults with with mortgages and kids, and probably some sort of joint pain somewhere, screaming like it was 2006 in Claire's, right? And obviously Hilary Duff Lizzie McGuire back on tour after having a whole entire family, and I love that for her 'cause I love a CEO mom, doing what she wants to do. I'm just obsessed with all of this, right? But I'm also a business coach, so I cannot just enjoy things. I also analyze them. And what I realized is that what these artists are tapping into is not really about being famous in the 2000s, although that's fun. It's about something that's way more fundamental to how humans work, something that every single one of us, you too, can use in our marketing, no matter who our audience is, no matter what we sell. It, that is nostalgia. And today I wanna go deep on why it works, what it actually does to people's brains, and exactly how you can use it in your content and your messaging, even if your audience has nothing to do with boy bands or the Disney Channel All right, but really quick before we dive in, a couple things.

Speaker 4 4:14

I am just launching my Real Secrets of CEO Moms Audio Summit. It is coming up next week. The audios are dropping on Monday, June 15th, and this is the fourth year I'm doing it, and it is more actionable and easier to tune into than ever. Um, it is 15 amazing CEO moms, including me, all sharing their best strategies for growing their business as mothers. And these are fantastic, like, eight to 15-minute audios max, that are just very, very actionable, really, really showcase their genius, and will give you serious just takeaways to go ahead and put into place so that you can build your business better, right? These are amazing, amazing, incredible CEO moms. I know them personally. They've been in business for years and years and years, and they know what they're talking about. So if you, um, if you have not had a chance to hear this before or tune in before, if you're new to my world, then you must, must, must tune into this. Go to yaelbendahan.com/realsecrets2026, and I cannot wait to see you in there. I literally cannot... I cannot stress how incredible these women are, and I cannot wait for you to hear them too.

Speaker 5:32

And also, this is the last week that I am offering the summer sales intensive at this early bird price. It might be the last time I'm offering it at all. I am gonna have a few more just regular intensive spots the 90-minute intensives before I have the baby. But this is the last time you can get me really deep in your business along with the Telegram coaching for I think it's $1,200 off or something like that. It's a lot. It's a really good deal. I... Frankly, if you want one-to-one... If you wanna tap into one-to-one coaching without a very long-term commitment this is the chance to jump in and get that from me. So if you want to know more, if you want to set up your summer for more sales and also set up your fall for more sales use the summer to on-ramp into fall you want this intensive because we are gonna go... We are gonna cover so much, and you're gonna really just walk away with your business completely I don't wanna say revamped because it's not revamped, but you are gonna have the most solid foundation to go forth and make sales ever. And I would love for you to be in there. I have a couple of spots left, so if you are interested, go to yaelbendahan.com/summersales and reach out to me if that's something that speaks to you. So here's what started clicking for me when I was, just scrolling online, as I did a lot, frankly, in my first trimester. The Backstreet Boys clips were everywhere, right? Trending audios. People using their songs in reels. Their concert footage is going viral, right? And the Jonas Brothers at every show, they're not just doing a concert, right? They were reconstructing a whole era, okay? And just handing it back to their audience, right? Jesse McCartney walks out, and everyone just goes bananas, right? JoJo comes out, and everyone's screaming, "Get out." And, and Demi Lovato, oh my God, with the Camp Rock songs with Joe Jonas. I've just loved watching it so much, and and it just made me feel so happy. It made me just have this joy in my heart Like not everything gives you that. And with the world being so heavy and with things feeling so heavy right now y- we kinda need that, right? We kinda need that feeling in our lives. And so I guess I was just like, wow what, why... whenever I s- I see things that give me, happy feelings, happy thoughts whenever, warm fuzzies, then I'll always be like what, why? Why is it doing that, and how can I use this?" I also saw that people... I think the Backstreet Boys were like, "Okay we're up to headline Super Bowl next year. Let's do, let's bring it back to the 2000s," which I fully support, let the record show. I personally would love a, I personally would love a boy band/Disney Channel, millennial era Super Bowl halftime show. I would love that, okay? And I think a lot of other people would love that too, as I've seen from the conversations online. And the fact that the Backstreet Boys were, like, actually saying this on record, on social shows that they were so confident in in their potential ability to get in there. And the people who are in charge of the halftime show are not just "Okay, let's throw something out there and see what happens." There is there is a strategy behind it. They do things for a reason and I was thinking, okay, why? What is actually happening here? What is going on in this space? And I realized it had nothing to do with boy bands specifically. It has to do with what nostalgia does inside a person's brain and in their body when it's triggered. And once I understood that, I could not stop seeing it everywhere, all right? In the coaches who are getting really crazy engagement in the content that's stopping people, in, in offers that feel like a yes. When you feel like that offer, that message, that hook gives you the warm fuzzies, it's doing something to you. So let's break this down, okay? So I looked up nostalgia marketing. Apparently, it's a thing, all right? And there's actual research on this, and studies out of, I think it was the University of Southampton found that nostalgia consistently makes people feel more socially connected, more optimistic, and more willing to spend money, right? Not slightly more willing, measurably, significantly more willing. And here is... This is the mechanism. Nostalgia is not just about remembering something. It is about re-experiencing a version of yourself. So when something triggers a nostalgic feeling, it retrieves that emotional state that you were in during that memory, right? The safety, the excitement, the simplicity, the feeling that someone had you, and it brings that into the present moment, right? And if you're, I don't know, JoJo comes out and it's Get Out, you're like, "Oh my God, I remember back when I was in high school and things felt so difficult and so hard," and now you look back and you're like, "That was, like, just simple life. I, I miss being a teenager with nothing else to do and no one to be responsible for," right? So think about what that does for someone who's sitting on the fence about buying from you, right? They might be in a state of uncertainty, maybe a little skeptical. Definitely a lot skeptical, actually, because with AI right now, and with probably- they, they've probably invested in a lot of things before you they are definitely feeling skepticism because not everything is great, right? There's a lot of crap out there. And you say something or share something that triggers that feeling of safety and of of that... those, again, those warm fuzzies, that- the excitement, the simplicity, whatever it is, whatever emotional state they were in, and suddenly they feel safe, right? They feel like they're with someone who gets them. They feel, even for just a second, like things are gonna be okay, and you are the key to making things be okay. And use this wisely, please. I want you to, use this for the good, right? That shift in the emotional state is what moves people from maybe to a yes. And the other thing that nostalgia does, and this is the piece that really got me, especially with everything going on in the world right now, especially with the way that, we live in a very digital world with a lot of isolation, I feel. And what nostalgia does is that it reduces loneliness and increases belonging. It literally counteracts isolation, right? And for, I know for my audience for sure women who are often building businesses alone, who maybe feel like no one in their immediate circle really understands what they're doing, that sense of belonging is very powerful, right? And when you trigger nostalgia in your audience, you're not just making them feel warm and fuzzy. You're doing something physiologically significant to them. You are literally changing their emotional state and creating a sense of safety and connection with you, and that is the foundation that sales are built on, right? So- Here's where it gets really interesting. When I s- 'cause when I say use nostalgia in your marketing, I'm not saying, "Okay, talk about old stuff," right? That, that is surface level. What you're actually doing is connecting someone back to a version of themselves, and that is identity work, and identity is the deepest level at which any marketing operates. You wanna speak to their highest possible identity, right? So here's what I mean. When the Jonas Brothers bring McCartney out on stage, for example, speaking as a teenage girl who's very into Jesse McCartney, nobody is just thinking, "Oh, I remember that song. That was a nice song," right? They're thinking, "I remember who I was when I loved that song," right? That girl had posters on her wall, maybe, who had her whole life in front of her, who felt things so intensely, who believed in so many possibilities. And when you make someone feel connected to that version of themselves even briefly they associate that feeling with you, and that is not a small thing. And that is literally how deep brand loyalty is built. So the question is not, what does my audience feel nostalgic about? The question is, what version of themselves does my audience wanna reconnect with, right? And how can I reference an experience, a feeling, a moment in time that takes them back there? And here's the thing. It does not need to be a pop culture reference necessarily. It does not need to have to be childhood at all. Nostalgia can be triggered by anything that connects to a meaningful earlier version of someone's life. So for the moms in your audience, maybe it's the feeling of being pregnant for the first time and f- or feeling that very first kick, or that mix of being terrified and completely in love when they hold their baby, and, maybe the first time they held their baby, in the hospital when everyone had left and they just sat there staring at their baby's face because the world just felt completely different, right? These are not pop culture references, but they are s- intensely nostalgic for anyone who has actually lived them. And this is, again, this is for moms, but if if you have business owners in your audience, maybe it's that feeling of making their very first sale, right? I know when I made that first sale in a funnel, I just I remember I was just doing a thing, and all of a sudden I noticed in my ema- in my inbox, there was, like a notification popped up, and it was like, "Oh, you've, you have made a $9 sale." A $9 sale, okay? And I was like, "I was just sitting here doing absolutely nothing, and I just made a sale. I made money." And yes, it was $9, yeah, but it was like that feeling of power, of I can take my IP and put it out there, and someone can just buy it when I'm doing something completely different. I'm not doing any heavy lifting. I already did the work, and now I just set it up, and it just started making me money. Oh, my God. Or even just the f- the feeling of someone paying them for the first time, right? Maybe it was who they were when they decided to start their business, right? That version of themselves that was scared but did it anyway, right? I know, like, when I look back at myself at the beginning of my business there was a certain level of conviction of of course, if I just show up and share with people, what I have and why it's so good for them, of course they're gonna buy. Why wouldn't they buy, right? And that is, to be honest sometimes I really need to c- reconnect back to that person And they reconnect back to that version of me. And so when you speak to that when you reference it very specifically with the feelings and, very accurately and really digging into those feelings, something will shift for them, and they stop reading your content like it's just another piece of content. They start reading it like it is a conversation with you. "Oh my gosh, you get me." All right? This is all very well and good. Now, how do I actually use this, Yael? Okay. Yes, nostalgia's great. It's awesome. Good for you. So let's talk about a few ways to bring nostalgia into your marketing right now. And I want you to think about this less as a checklist and more as a kind of a filter you run your content through. So the question is always, what shared experience do I have with my audience that I can reference to create that, oh my gosh, you too moment, right? Even to even just to bring it back not even old, a few years, right? When I'm like, "Oh my God, do you remember reading ACOTAR," "from Sarah J. Maas for the first time, or Throne of Glass?" And don't you wish you could just forget a bit- forget the entire thing and just read it again for the first time, right? That feeling when you om- realize that, Celaena Sardoth- Sardothien wasn't working with, Aelin Ashryver Galathinius, right? She was Aelin Ashryver Galathinius. And when I remember reading that and being like, "Oh my God," and that was just, whoa, right? Or the feeling of reading Harry Potter for the first time, or the feeling of watching the last movie of Harry Potter for the first time and realizing that Harry Potter was over, right? That for me that, like... Millennials, whether you support JK Rowling or not, whatever it is Harry Potter was a very big part of a lot of our childhoods, right? So the first way is using nostalgic analogies to explain your work, okay? So this is one of my favorites because it does two things at once. It makes a complex idea really simple. I love analogies. I love a good analogy, and it creates that warm, nostalgic recognition hit at the same time. So if your audience is moms, as an example leaning into motherhood analogies that hit in the feelings, explaining why consistent content matters even when results feel slow, comparing it to the newborn phase, and you're putting in all this exhausting work and the baby's not giving you much back yet, and then one day they smile at you, and it all makes sense and it all feels worth it, and you would do it 1,000 times over. So showing up consistently with your content is like the newborn phase and the payoff is the smile, right? You just have to stay in it, right? And I, I use the example, like when you're hiring a team member and have- you have to explain. I like, and when I, whenever I do SOPs, here's why I do SOPs the way I do, and I always explain, I al- always explain my thought process behind why I do what I do because I want people to understand, to be able to make executive decisions themselves when they're working with me and be like, "Okay I understand w- how Yael thinks. This is probably what she would do in this situation." And I compare it to training my kids how to clean a bathroom, right? And I'm like, you always do the s- the sink first," by the way. This is... If you don't know how to clean a bathroom I'm like, "You always do the sink first, the sink and the mirror," right? Because that is less dirty, and then you move on to the toilet. You do not clean the toilet first. So you'll spray the toilet, let it sit while you do the sink and the mirror, and then you can move your, if the thing is not the rag is not completely disgusting, otherwise use, use a new rag. But you wanna start with the cleaner side and then move to the dirtier because you don't wanna get the toilet germs all over the sink, right? And it, or explaining why when you're cleaning anything, you start from the from the top down, right? You start from the table down because there's no point in sweeping the floor twice, right? So examples like this. So like I use that and people are like, "Oh my God, yeah. I, that is a..." First of all, if you haven't taught your kids to do chores, then you probably should. My kids are gonna, your kids are g- don't tell them, don't tell them that I told you this, but I really feel like I'm setting my kids up for the real world in a really good way. And my kids are like, sometimes there are kids in my class who don't even know how to wash a dish." And I'm like you're welcome 'cause I taught you." And many a dish has been sacrificed to this goal, but it's worth it, right? It's worth it. So you can do this with literally any shared experience your audience has with you, right? Think about the moments that change them and then use those as the lens through which you explain your work. Another way to do this is tell origin stories with very emotional specificity, right? Here's when I started my business, right? But that's not enough. That's just... okay, I started my business because I needed to make money. Okay, great. So does everyone. Who w- who were you? What you were feeling? What the world looked and smelled and felt like at that specific moment? That specificity is what triggers the nostalgia. Vague memories and vague stories is just information. Specific memories creates an experience, right? So saying I remember sitting at my kitchen table with my baby next to me look at, scrolling Pinterest, trying to find something that would make me money from home. And I kept... And all of a sudden I saw, start a VA business, and I was like, "Wow, maybe I could do that," right? That is a very specific moment, right? And every person in your audience who has had a version of that moment is right there with you, right? That is nostalgia. That is connection. The third way is making your audience the hero of a nostalgic story. So that is what the Jonas Brothers are doing on that tour, right? They were not just saying, "Remember us," because maybe someone wasn't s- maybe, I assume if they're at a Jonas Brothers show, they were pr- somewhat into the Jonas Brothers. But they were also speaking to different parts of their audience, right? They're giving back their audience a piece of themselves. The moment Jesse McCartney walked out or JoJo walked out or Demi Lovato, it was not about Jesse or JoJo or Demi. It was about every person in that crowd getting to be the version of themselves who loved Jesse or JoJo or Demi, right? H- like watching, loving Camp Rock and learning the Camp Rock songs and, whatever it was. And my sister was like, "Oh, my God, I'm yeah." M- like my youngest sister, not my youngest sister and brother, but my... We had three olders and three youngers my sister was saying, "Oh, yeah, me and our brother used to sing this song all the time." And you can do the same thing, right? Okay, remember when you first decided to start your business. Before you knew everything you'd have to figure out, before all those complicated feelings about money and visibility and all of it, that version of you was onto something. Okay, let's get back to her. Let's get back to that feeling of conviction in yourself and in your messaging and in what you were doing without that fear of knowing too much, right? And that is nostalgia as a marketing move, and that is really powerful. The fourth way you could incorporate this is referencing shared experiences your specific audience li- have lived. And that's where you actually have to know your demographic, right? Know your people what did they experience, what did they all go through? If your ideal client is someone who is past you, this is really easy, right? But what moments do you share with them that you can name and say, "I know you remember this"? So for moms this, that, that disorientation of the first few weeks postpartum that, that weird grief that shows up when your baby hits a new milestone, and you're like, "Oh my God, they're never gonna be, like, that little tiny baby again," right? The way your relationship with time just changed the moment you became a mother, and you were always on time to everything, and all of a sudden you- you're about to leave the house, and then there's an ex- a poop explosion, and you're like, "This is completely out of my hands," or again, for entrepreneurs, that vulnerability hangover after you publish something really honest and you're freaking out or the feeling of the loneliness of a launch that does not go as planned, and you don't really know what went wrong, and you didn't know who to ask. Or the first time you realize that you actually... someone just booked a call with you that you'd never even heard of their name and you're like, "Wow my marketing is working. It's really working," and that just felt so exciting, right? Naming these things, specifically the feelings, the, like I said, the feelings, the thoughts. Because when someone reads something that describes their private experience or their private thoughts, back to them with that level of precision, they're not just feeling seen, they feel like you, you're, they're seen by you, right? You're the person who gets them, and you will be able to help them uniquely. And that is the person they wanna buy from. And the fifth way is the comeback arc, and this one is especially relevant if you've taken time away. This is what the Backstreet Boys are doing. This is what Hilary Duff is definitely doing. This is what I'm literally about to do when I come, I just, I had this comeback, when I had this, before I had this baby, and then after I'm having this baby, it's "Here's who I was. Here's what happened in the middle. Here's who I am now, and I brought everything you loved with me," right? And that narrative structure is inherently nostalgic for your existing audience, people who have been with you from the beginning, and compelling to new ones. It says, "Okay, here's the h- there's a history here. Here's a story. Here's where I was. Here's what I learned when I took time off. I'm not starting from scratch, I'm evolving." Okay? So if you took time away for a baby, for illness, for a hard season, for a rebrand, whatever that is, a war, do not just quietly reappear and just start m- emailing again. Tell the comeback story. Give your audience that reunion tour of you that they did not know they needed, right? And be like, "Okay, let me just share what's been going on, and here's how I've been feeling about it." And, and anyone who's, who might be in the same place m- will be em- empowered to have a comeback of their own, right? Or maybe feel like they too can take time off. They can they can do this too because their experiences are valuable. All right? And I want them to feel that their experiences are valuable, and they, I want them to be bought into your experience and bought into your story. And sharing, when this was all happening, here's what was happening behind the scenes. That creates that feeling of "Oh, my gosh," "Yeah I remember when I was, when I saw her posting this and I was wondering why." You wanna tap into that sort of like that curiosity about you, and and that sort of buying into your story, to your life especially, again, if you are a personal brand. So If you walked away with nothing else from this episode except listen to Backstreet Boys music more, by all means, do that. It's so good. All right. But I'm kidding. I want you to remember three things if you as you walk away from this episode. Number one, nostalgia is not just a generational marketing trick. All right? And I want you to use this, again, use it wisely. It's a psychological mechanism that will work on every human brain, and when you trigger it, you're changing someone's emotional state. You're creating that connection with them, and you're making them feel safe enough to say yes. And that is the foundation sales are bought on, right? That feeling of safety and excitement. And again, use it wisely, because it's a very powerful mechanism. The second thing is you're not just trying to make people think about old stuff. You're trying to reconnect them to a version of themselves that gives them the warm fuzzies. And the more specifically you can name that version or that feeling or that moment, the more powerfully it's going to work. And number three, you do not need to be a millennial like me or speak to millennials to use this, right? I'm saying you need to know your audience enough to know what they remember, what they have lived through, and what version of themselves they're trying to get back to and speak to that, right? Or that, that makes them feel all happy and and cuddly and all that kind of stuff. So the Backstreet Boys figured this out. The Jonas Brothers definitely figured this out. Hilary Duff figured this out, and now so have you. All right? So go put this in your content. So if this episode gave you a specific idea, a memory you want to reference, or a story you've been sitting on, or an analogy that just clicked, right? I did... I, a while ago, I did an episode all about Bridgerton and what you can learn from Bridgerton, right? But that, that was just a pop culture thing. Those were analogies. I want you to think further back. I want you to think back to when you were younger or back to when your audience was younger and speak to that, that feeling of, MySpace or when you just j- got onto Facebook or whatever. Like, all that stuff is powerful, okay? It gives people that feeling of, "Oh my gosh, I remember when life was simpler," and they want to get back to that because we all wish we could get back to that. So if any of this is landing for you, I want to hear about it. Screenshot it. Share it in your stories. Tag me at theyaelbendahan on Instagram. I genuinely love seeing what you do with this stuff.

25:21

And if you have not already signed up for the Real Secrets of CEO Moms, jump in now. It is free. It is amazing. The link is in the description

Speaker 25:29

And again, if you are interested in setting up your summer for sales and you want some personal one-to-one attention with me before I have my baby, this is your chance. Go to yaelbendahan.com/summersales. And of course, if you don't mind leaving a review, sub- you know, subscribing if you are not already subscribed. Leave a review if you've been listening for a while. It helps other moms like you find this, and I would really appreciate it. So thank you so much for tuning in. Go trigger some nostalgia this week. Your audience is really... will thank you, and your bank account probably will thank you as well.

Speaker 2 25:58

I can't thank you enough for listening to Raising Your Business. I hope this episode has inspired you to take another step towards building a business and life that you love and growing your income in a way that works for you and your family. If you enjoyed this episode, please take a second to rate and review, and let's connect on Instagram. Screenshot and share it on Instagram stories so we can get the word out to more mom business owners like you. Tag me at theyaelbendahan and share your biggest breakthrough from today. See you next week.