Two Guys One MIc

In today's episode, we're telling you to grow some balls. Not literally. But metaphorically. If you want the life you say you dream about, you're going to have to take risks. You're going to have to bet on yourself. And you're going to have to stop pretending you can level up without investing in your growth. You do not get elite results from free information and comfort zones. If you want to get better at your craft, you need to learn from someone who is years ahead of you. And yes, that costs money. But you have to start looking at investments through the lens of your future, not your current bank account. The right mentorship, the right room, the right opportunity can compress years into months. What feels expensive today could be the cheapest decision you ever make if it multiplies your income, your confidence, and your execution. At some point, you have to stop playing small. Take the leap. Bet on yourself. And move like the person you say you want to become. This episode is about risk, ownership, and building the courage to invest in your next level.

In today's episode, we talk about Brian's most recent purchase, his second Lamborghini, and the real reason behind it. This conversation is not about flash, flexing, or trying to impress anyone. We dive into why Brian buys supercars, the deeper meaning behind those decisions, and what it feels like to finally sit inside something you once only dreamed about. It is not just a car. It is a milestone that represents years of discipline, sacrifice, and work that most people never see.

In today's episode, Brian Mark and Cole Da Silva open the door to the media side of their businesses and break down exactly how they generate 200+ million views every single month across their personal brands and companies. At first glance, that number might feel unrealistic or unreachable, but the truth is this is not luck or random success. It is the result of years of backend work, testing what works, cutting what does not, studying analytics, and understanding both the algorithm and the audience. This episode is not about viral moments. It is about systems. If you want to grow anything, whether that is a personal brand, a business, or an audience from zero to millions, you need to approach it the same way you approach social media growth. By building systems, tracking performance, identifying drop offs, and making data driven decisions. Today, we help you see the bigger picture and understand how calculated growth actually works.

In today's podcast, Cole and Brian talk about mistakes, and how they should be handled and corrected. Mistakes happen to everyone, but it is how you respond to them that shows your true character. One mistake can be a lesson. Repeated mistakes become a pattern, and eventually, they become a choice. If you can own your failures, fix what went wrong, and come back better, you will grow in business, in relationships, and in every area of life where you are trying to become great. But if you keep making the same excuses and the same moves, you cannot expect different results. This episode is about accountability, growth, and becoming someone who actually learns from failure instead of being defined by it.

What does it really take to make a million dollars in a single month? In this episode, Cole and Brian break down exactly what it took to go from nothing to generating over $1,000,000 in one month, and why, statistically, most people won't ever reach that level in business. Not because they aren't capable, but because they aren't willing to do what it actually requires. We're talking about the mindset, sacrifices, systems, and standards that separate people who want success from people who are obsessed with earning it. No hype, no fantasy, just real lessons from the trenches of building a high-performance business. If you're serious about leveling up, chasing bigger numbers, and doing whatever it takes to win, this episode is for you.

In today's episode, we talk about something that genuinely annoys the hell out of us... why do people need to be motivated to chase the very dreams they claim they want? If you say you want to build a business, get in shape, or level up your life… why does it take a bad day, feeling tired, or a little stress to knock you completely off track? What we see over and over again is people who say they want more, but the second it gets uncomfortable, they start looking for a pep talk instead of showing up and doing the work. The truth is simple: when you really want something, you don't need motivation. You find a way to keep pushing no matter what. And if you're constantly falling off, maybe you don't want it as bad as you think you do. This episode is a wake up call for anyone who's tired of starting over and ready to finally get serious about their goals.

In today's episode, Brian recaps his trip to Australia, where he hit the stage at one of the biggest fitness events in the country… and somehow managed to make it back home in one piece. Between behind-the-scenes, travel stories, and a cheeky little interaction with another speaker, things got competitive real quick. No beef… just two egos, one stage, and a lot of laughs. If you like business, fitness, and unfiltered stories that definitely weren't in the event brochure, this one's for you.  

Fatherhood, Freakouts, and Figuring It Out In this episode, Brian and Cole kick things off with their usual chaotic guy humor before dropping into one of their most honest conversations yet: what it actually feels like to be a new dad. They break down the emotional whiplash of fatherhood—the moments of pure joy, the moments where you want to scream into a pillow, and the intrusive "shake the baby" instinct that no one talks about but every parent understands. They discuss balancing entrepreneurship with being present at home, why "presence vs. presents" is a false choice, and how defining what it means to be a "good man" eliminates guilt. The guys also talk about childhood patterns resurfacing when raising your own kids, how babies absorb your emotional energy, and practical ways to stay present (including the "phone on the charger" rule). It's raw, relatable, and surprisingly grounding for any parent—especially entrepreneurs trying to build a legacy while raising little humans.

STOP WAITING FOR THE "RIGHT STRATEGY." START SWINGING THE HAMMER. No intro. No music. No bullshit. Just two dudes sitting down, cracking the mics, and going straight for the throat. This is the most unfiltered, uncut, and unapologetically savage episode so far — packed with humor, business reality checks, partnership stories, and a full-blown assault on excuses. If you've ever said "I'll start tomorrow," this episode might emotionally slap you. 🧠 What You'll Learn This Episode 1. Why You're Not Winning (And Why You Know It) The guys break down the real reason most people stay stuck: Not lack of strategy Not lack of opportunity But lack of boldness and excess of bitch-ass excuses 2. "Luck Doesn't Favor the Ready — It Favors the Bold." They go deep into the DDE partnership and how it happened because they jumped, not because they were "prepared." 3. Your Environment Isn't Your Problem — YOU Are Brian's bar: "My environment isn't a reflection of me. My environment is a result of me." Stop waiting for supportive friends. Stop waiting for perfect conditions. Start becoming the person who creates their own environment. 4. Obsession Is a Requirement Not optional. Not a buzzword. A requirement for anyone who wants to live a life that doesn't feel like a participation trophy. Cole's line that sums it up: "Obsession needs to become your motto." 5. The Deadliest Drug on Earth: Comfort Birthdays, weekends, holidays, fatigue, "family dinners," and "mental health days" are the enemy when you're building something from scratch. Your goals have strings attached. Most people want the reward without paying the string. 🔥 The Best Moments (AKA the Savage Shit You Came For) Damon from DDE telling them he's finally met people who hustle like him & Dave The barber story where the kid casually drops that Damon was hyped to partner with them The 4:30 AM gym session where everyone showed up except literal exhausted average humans Timmy's "I only slept 25 hours this week" text that got zero sympathy The tree stump story about Damon smashing the trunk off with a hammer like a psychopath Cole wanting to "deep throat the mic" within the first 20 seconds The rant about people who say they're "burnt out" from posting on Instagram The "Queen Latifah on Netflix" line The generational slap that online coaches are "burnt out" from sending Stripe links The 1930s guy building train tracks with his bare hands rolling in his grave at this generation 💥 Core Lesson of the Episode There are two types of people: TYPE 1: "Let me plan the best strategy first." These people die with their potential still inside them. TYPE 2: "Hand me the hammer. I'll figure it out." These people win. Because they move while others think. They act while others talk. They jump before they're ready. Luck doesn't pick the prepared. Luck picks the bold. 🎯 Take This Episode Personally If you want: More money A better body A better relationship A better life More opportunity More freedom More respect More confidence …then you need to trade your excuses for execution. Every goal has strings attached. The winners say: "Give me the strings." The losers say: "I'll get started Monday." 🩸 If This Episode Hit You in the Chest Do three things: Screenshot this episode Tag us on Instagram @therealbrianmark & @coledasilva Send it to the one homie who complains the most Let the world know you ride with the real ones.

AI Won't Take Your Job. A Hard-Working Motherf*cker Will. Welcome back to Two Guys One Mic – the show with middle-finger cover art, questionable openings, and stupidly valuable rants about business, content, and the internet. This episode starts unhinged (gay hats, unplugged mics, and IG handle hunting) and turns into a heavy conversation about AI, fear-mongering, personal brands, and why hard work is still the cheat code. 🧠 What This Episode Is Really About Is AI going to "ruin" social media and take over everything? Are you actually screwed if you're not using AI? Or are you just lazy, scared, and hoping tech will save you from doing the work? The guys break down: Why fear-based AI marketing is everywhere right now Why personal brands and real humans become more valuable as AI grows And how hard work + tools beats "AI + laziness" every day of the week 🤖 AI, Watermarks & Fear-Mongering They start from a Tate clip about: AI videos becoming indistinguishable from real life Invisible watermarks "deciding reality" And elites supposedly using AI to control the masses Then they flip it: Yes – AI is getting scary good. Yes – deepfakes and fake content are a real problem. But… "AI isn't going to take your job. Someone who knows how to use AI way better than you – and works harder – will." And in the online business space? A TON of people are using AI fear to sell: "If you're not using AI, you're already behind." "If you're not running ads, your business is dead." "The fitness industry is dying." The boys call BS on all of it. 👤 Personal Brand > Perfect Tools Brian's take: AI will evolve Platforms will build guardrails Most people still just want to connect with real humans The winners in an AI-heavy world will be: People building personal brands now People who: Talk to camera Tell real stories Have actual life experience and opinions Use AI as a tool, not a personality replacement Cole's prediction: A tiny % of ultra-nerds will eventually build AI clones of themselves Most people: Won't have the money Won't have the discipline Won't have the depth of experience Will just be spitting out generic ChatGPT scripts and wondering why nothing hits 💬 Why AI Content Feels Like Trash They go in on: ChatGPT captions & scripts: You don't understand what you're saying You can't go deep on the concept It reads like a robot cosplaying as a life coach Cole's example: Influencer loses a family member Posts a long, emotional caption Entire thing is obviously written by AI Same patterns, same tone, totally disconnected from how they've written for years "You lost someone you love… and instead of writing from your soul, you asked ChatGPT: 'Write a post about loss.' What the f*ck are we doing?" 📉 Fear Marketing & "The Industry Is Dying" They torch some current narratives: "Fitness industry is dying." "If you're not copying other creators, you'll never go viral." "If you don't use AI, you're finished." "If you don't run ads, you're getting left behind." Reality: 73% of America is overweight 2B people on Instagram PT Dom clients doing: $30K/month with <2,000 followers $300–500K/month with almost no ads Industry is not dying. You're just not that good yet. 💪 Hard Work Still Runs the World This episode turns into a full-blown sermon on work ethic: Hard work absolutely leads to success – if you're in the right vehicle and keep learning Construction worker vs Walmart employee: Same country, different ceiling Hard work still pays more in the higher-value vehicle To climb: Work hard at the job you have Learn the next level (supervisor, developer, investor) Stack skills while keeping the effort high They hammer: "You're not being replaced by AI. You're being replaced by the person who works harder AND uses better tools." 🧱 The Common Denominator of Winners Examples they hit: Hermozi – slept in gyms, gave value for free for years Elon – slept in factories Andy Frisella – seven years of no money, sleeping in the back of the shop Gary Vee – 15+ years of posting, grinding in a wine store until his 30s Nicholas (YouTuber) – ~1M subs, locked himself away, 12-hour days for months to build a course The pattern: Smart + savage work ethic – not hacks, shortcuts, and "best possible pathway" paralysis. 🧱 Winners vs Whiners One of the best concepts from Cole: "Everything you buy is a tribute to a winner." Your shoes? Someone built a brand. Your phone? Someone built a company. Your car? Someone built the product, system, and factory. Every dollar you spend is a vote for: Someone who worked their ass off Someone who built something useful Someone who didn't sit in their car making videos about why hard work is dumb So you've only got two options: "Either become the winner… or shut the fck up and buy their sht." 🎯 Core Takeaways AI is a tool, not a god. Fear-based "you're screwed" messaging is mostly marketing manipulation. Personal brands and real stories will matter more, not less. Hard work is still the baseline requirement. The people who win will: Work hard Use tools (AI included) to go faster Keep learning, keep posting, keep showing up 📲 If This Hit, Do This Screenshot the episode Share it to your IG Stories Tag @therealbrianmark and @coledasilva Tell a friend: "Listen to this before you let AI scare you into being soft."

Your Expectations Are What's Keeping You Broke Welcome back to Two Guys One Mic — the show where you get stupid amounts of value, unfiltered opinions, and a side of degeneracy. In this episode, the guys go deep on flawed expectations, timelines, and what it actually takes to grow a brand, business, and social media in 2025. If you're secretly pissed that you're "not there yet," this is the mirror you need. 🔥 What This Episode Is Really About Why most people fail not because of lack of effort, but because of delusional timelines The ugly truth: "You think you deserve the result just because you're working hard. You don't." How to operate from absolute certainty without clinging to a deadline 💰 $344,500 on Content Before a Single Dollar Back Cole breaks down the last 13 months of building his media machine, Wolfpack Media: Team structure: Media producer (Daniel) Media director (Ronnie) Multiple editors & backend crew 37+ SOPs running the whole operation Investment: $344,500 spent on media in 13 months $0 directly monetized from that content until ~6 weeks ago Results so far: ~1 billion views across platforms 1,000,000+ followers gained in 13 months 100,000 net followers on IG in 70 days 860,000+ followers on Facebook in 11 months All of that happened because he was willing to set money on fire for over a year with no guaranteed return — just belief, reps, and a long-term play. ⏳ Flawed Expectations: Why You Keep Quitting Brian and Cole break down how most people think: "If I post twice a day for 60 days, I should blow up." "If I hire a mentor, I should hit $10K/month in 90 days." "If I bought the course, why am I not rich yet?" Reality check: Brian's first 10K followers: Took 1 full year of posting twice a day, 7 days a week Cole's viral stats: In the last year: 217 videos hit 1M+ views Out of 12,000+ posts That's about 1 in 30 posts crossing a million Translation: Most of your content won't pop. That doesn't mean you're failing. It means you're doing the work. 🧠 Effort Without Expectation Key idea from Cole: "Effort without expectation gets you the result you want. Effort with flawed expectations stops you from ever getting there." They break down: Why hard work alone doesn't guarantee success Why you must: Keep working Keep posting Keep refining the strategy Without needing a specific deadline for "when it pays off" 🎯 Certainty > Timeline Brian explains how he thinks about goals now: Target: $2M/month with the company Mindset: Not "I hope it happens" But: "It's already done. It's only a matter of time." Because of that: He can release the timeline Focus on building the right: Team Systems Skills Information No more obsessing over "why isn't it here yet?" Instead: "What do I still need to learn/build to get there?" 🧨 Gary V, Delusion, and the Punch-in-the-Face Moment Cole plays a Gary V rant where Gary basically says: "If you're asking, 'How do I make a million in 6 months?' I want to punch you in the face." They unpack: How social media has made people insanely delusional: Making $35K/year but expecting to jump to $1M in 6 months Thinking internet access = shortcut to physics Why your expectations are so out of whack that: You can't handle normal timelines You feel "scammed" when it was actually your lack of patience & effort 📉 Why Fitness Coaches (Specifically) Drive Them Crazy This part cuts: Fitness coaches know: You don't build a body in 6 weeks Real physical transformations take years But in business? "If it doesn't work in 30 days, I've been scammed." They call out: People who say they got "scammed by other business coaches" When in reality… they just didn't do the work, long enough 📈 Zoom Out, You're Doing Better Than You Think They challenge you to: Stop obsessing over last 7 days of: Views Followers Sales Instead, ask: Where was I 6–12 months ago? Am I: Smarter? More skilled? Clearer? More consistent? You'd be shocked how much you have grown — you just never zoom out far enough to see it. 📌 Core Takeaways You're not supposed to get paid yet if you're not good enough yet. Let go of the timeline, not the goal. Play the game like it's inevitable you win, and your only job is to: Keep learning Keep posting Keep showing up Keep adjusting the strategy "It's not a matter of if it will happen. It's a matter of when — and who you're willing to become to get there."

The Content Game Is Broken (Here's How to Actually Stand Out in 2025) In this episode of Two Guys One Mic, the boys go off on what's really happening in the content world right now — copy-paste creators, ChatGPT parrots, carbon-copy "viral recreations," and why so many coaches have views but no clients. They break down how the game has shifted from perfectly scripted, shot-for-shot recreations… to raw, targeted, principle-based content that actually converts. If you're feeling stuck, copying trends, and wondering why nobody gives a shit about your posts, this one's your wake-up call. 🔥 What You'll Hear in This Episode 🎧 Two Guys One Mic Is Officially a Thing Why "Two Guys One Mic" is the best name in the content game Plans for dedicated cover art + its own podcast feed Where this show is headed next (off the other pods and onto its own) 🎬 How Content Creation Has Changed The evolution from: scripted, viral recreations → to raw, authentic, talking-head, FaceTime-style content Why the old play of "copy a viral video and tweak a few words" is dying The difference between stealing like an artist vs straight-up plagiarism 🤖 AI, ChatGPT & the Plagiarism Era Why so many creators now: pull ideas from ChatGPT copy other viral creators and have no idea what they're actually talking about Why ChatGPT is a tool to challenge your thinking, NOT a crutch to write all your posts The difference between: "Give me 20 viral ideas" → shallow, generic content vs. "Debate this concept with me" → deeper, original insights 🧠 Principles vs. Templates in Content How Brian now approaches content: ~70% scripted, ~30% raw talking videos Of that scripted content: some uses viral formats some is highly targeted pain-point content for online fitness coaches The key principle: Use viral structures, NOT viral scripts Insert your own expertise, story, and language Why hyper-specific, deeply targeted messaging ("you open your phone and get anxiety…") beats generic "Are you struggling to sign clients?" content every time 📉 Why Most Coaches' Content Sucks Cole's Monday content audits: Looking at 15–1000+ pieces of content weekly The #1 question he ends up asking: "What the fuck is the point of this?" Two main problems he sees: Carbon copy plagiarized videos ChatGPT-written posts with zero understanding behind them Why most creators can only go wide (surface-level) and not deep (real expertise) 🧩 Do You Actually Know What You're Talking About? Why you struggle to make content if: You don't have your own philosophy on fitness/business/coaching You got into coaching for the money, not because the craft changed your life Real talk: If you can't talk for 10–15 minutes straight about your niche without notes… you don't know it well enough You shouldn't need a script to explain what you live every day 🎯 Hooks, Relevancy & Going Deep Cole breaks down what a hook actually is: Relevancy Context Meaning Why powerful hooks like: "I didn't meet my dad until I was 26 years old" Pull in way more people than generic "Hey 35-year-old moms…" intros Broad reach doesn't come from vague messaging — it comes from deep, real stories 🧪 Being in the Room (and Actually Using It) Rant time: People pay to be in high-level coaching programs… then never ask questions, never show up, and blame the program Gym analogy: "You paid for the membership and didn't lose weight? Did you go to the gym?" Why: Lurking on Zoom with your camera off Not listening when others get coached Not implementing one takeaway… …is exactly why you're stuck Case studies: Matt Orlando – 200K+ followers by grabbing one tip, then leaving calls to execute Maximus – 150K+ on Facebook, now getting paid by Meta Kenny – Getting flown by UFC to create content, from just showing up and applying 💼 Business, Mentors & Responsibility Why your mentor: should be viral if they're teaching you content should NOT be telling you to copy word-for-word from other people Stories: Dan Martell's strict standards around missed calls Jeremy as a $35K/month mentor — and what would happen if Brian didn't show up Core message: Paying to be "in the room" doesn't make you deserving of success. What you do with it does. 🎧 Who This Episode Is For Online fitness coaches Creators who feel like clones of everyone else Business owners stuck at "lots of posts, no clients" Anyone using scripts & AI because they're scared to speak from real experience 📌 Takeaways You Can Implement Today Stop copying scripts. Start borrowing structures and insert your own stories & expertise. Use AI to think with you, not speak for you. Audit your last 9 posts and ask: "Would a stranger know who I am, what I stand for, and why I'm different?" If you're in a mentorship or program — show the fuck up. Camera on. Notebook out. Listen to other people's coaching and apply it to yourself. 🔜 Where to Find the Show This is the last time this episode drops on the old feeds. Very soon you'll find Two Guys One Mic on: Apple Podcasts Spotify …with brand new cover art of Brian & Cole being exactly as unhinged as you'd expect.

Your Friends Won't Be There When You Make It (And Why That's Okay) In this episode of Two Guys One Mic, the guys dive into a brutally honest reality most people avoid: The friends you have right now probably won't be the friends you have when you're successful. They unpack what happens when you start raising your standards, chasing a bigger life, and outgrowing the people who still want to drink, coast, and live in the past. If you've ever felt guilty for outgrowing your circle, or lonely on the way up, this one's going to hit hard. 🔥 In This Episode, We Talk About: Why your current circle won't survive your future success The painful truth about outgrowing people you genuinely love Why you can't sacrifice your standards to keep everyone comfortable "Dragging" friends vs. walking your own path Trying to pull people with you who don't actually want to grow The moment you realize you're the only one taking your life seriously Environment over intention If nothing changes, nothing changes Why it's not about them being bad people — it's about the environment you're choosing to stay in High standards vs. low standards What happens when someone with high standards spends time with someone who doesn't care Two outcomes: You lower yours They raise theirs (rare) People who only see the 'old you' Friends who constantly bring up drunk stories, dumb decisions, and your past identity Why that's not "just joking around" — it's them dragging you back down Givers vs. takers The difference between friends who pour into you vs. only take from you Why most entrepreneurs are natural givers and constantly attract takers The Lonely Chapter of Entrepreneurship The phase where you're no longer aligned with your old circle You're not yet in rooms with people ahead of you You're stuck in the middle — leveling up alone Business, team, and hard decisions Firing good people who are slowing down the mission Keeping business and personal separate Why "potential" isn't enough if the output isn't there The Quicksand Analogy Entrepreneurship as standing in quicksand with only your nose and mouth above the surface You're kicking like hell to get out — you can't afford people who are pulling you down or digging deeper Mic-drop quote to remember "Trees don't hang out with the grass, even though they started in the same place." 🧠 This Episode Is For You If… You feel guilty for wanting more than your current circle You're tired of being the only one obsessed with growth You've got people in your life who "support you"… but also low-key hold you back You're in that weird space where you're not who you used to be, but not yet who you're becoming 🎧 Listen, Then Do This: Audit your circle: Who drains you? Who actually supports growth, not just says they do? Ask: "Do they fit into the life I'm building, or just the life I'm leaving?" Be willing to walk through the lonely chapter to get to the next level.

The $10M Instagram Funnel Blueprint Is Here (And the Wild Story Behind It) In today's episode, Brian and Cole crack open a monumental moment in their careers — the official launch day of Brian's brand-new book: The $10 Million Instagram Funnel Blueprint. This isn't just another "guru book." It's 11 years of business lessons, strategies, trial-by-fire failures, and proven systems condensed into 231 pages. And yes… it's 99 cents. 🔥 What We Talk About in This Episode 📘 The Book That Took 11 Years to Build Why this book is the complete playbook that took them from tiny Calgary apartments to an 8-figure company How the exact strategies in this book have helped 419 coaches hit $10K/month 12,000+ coaches scale their online business Tens of thousands more indirectly through ripple effects ✍️ The Insane Writing Journey Brian's one-week writing sprint in a Calgary Airbnb Turning a 300-page Google Doc into a finished book Hiring two mentors ($20K + $30K) to learn publishing, editing, and distribution The 3-stage editing process Brian had no idea existed 🧠 Writers Who Speak vs. Speakers Who Write Cole breaks down why Brian is a "writer who speaks" Why knowing your creative style changes everything about your content output How this insight helped them build the actual structure of the book 📚 What's Actually Inside the Book A true start-to-finish blueprint, including: How to set up an Instagram profile for sales Understanding your IG funnel Posting strategies + viral reel breakdowns Batch recording and editing Sales scripts, DM scripts, phone scripts High ticket closing Scaling with VAs & boosting posts A magnetic giveaway A 14-day challenge 7+ client acquisition systems Scan the QR codes in the book → get an entire portal of plug-and-play resources: Scripts Templates Frameworks How-to guides Scaling systems 📈 Proof This Works in ANY Industry Real case studies using the same principles from the book: RealtorDR → grew from $24M to $60M in 2 years using Instagram K Capitals → from $80K/mo to $2.5M/mo and 16K followers to 747K followers Countless fitness coaches earning $100K–$450K per month 🔁 Why You Should Read This Book Multiple Times Why most coaches skip the fundamentals and sabotage themselves How rereading is required for actual retention (not just consumption) The difference between "hearing advice" and "understanding it deeply" 😂 Entrepreneurship in Real Time Brian scanning QR codes during the episode to make sure they work Why entrepreneurship is literally "jump out of the plane and build the parachute on the way down" How even massive companies still have tiny fires behind the scenes 🎁 Limited-Time Giveaway Buy the ebook for 99 cents, leave a review, screenshot it, and share it to your story. Every day Brian picks one winner to receive: A signed physical copy (express-mailed to your house) A $100 Amazon gift card 📍 Final Takeaway If you: want to grow online make money from social media or run ANY business that depends on attention …this book gives you the exact formula Brian and Cole used to grow to $10,000,000 per year. It's 99 cents. No excuses.