A couple of hours back I get a text from my Dad "call me when you see this" Heart skipped a beat because that's not his usual ask and usually that means there is bad news on the other side of that call. I call. Before that, some context on him: Retired USN Chief, he was still in when I was a Junior Marine, he's been doing govt contracting in the missile defense / radar type space. He's an engineer at the core. "My govt contract is up next month, just found out today, Janet (my step-mom) and I both are notary publics now and I want to start a notary business, I want to name it [something random]. I want it to grow slow, so we're NOT running ads like you did last time" He wasn't freakin' out but the brain was churning, for sure. I'd call it a slight panic but not really...if that makes sense. About 13 or so years ago, while working his govt contract, he started a CCW course with movement of fire, replicating real world situations. Like drawing after you've been pushed down, waking up and clearing a room, etc etc He's watched me do some wild things as a business owner, which started walking away from a 6 figure job at 25 because I wasn't happy. He knows I'm dangerous and the last time he asked for my help, he couldn't get exposure for people to buy his course. So I built a little funnel, turned on some ads, and filled his course up for 6 months in a weekend. He called me "TURN IT OFF, TOO MANY PEOPLE BOUGHT, I HAVE TO REFUND PEOPLE" So that's why he opened that way. So now, I get to blow up my dad's new notary business. He was all excited about just naming it and I'm like you keep playing around with the name. I'm going to get you something within the hour, it will be a checklist and I will use it to grow your business with you. This is what he got: -> https://claude.ai/code/artifact/e4a4465c-1fb1-4f9e-91d8-0430334a0b07?via=auto_preview Always start with the research.