The marketing and advertising industry has been driven by the changes in technology which have made what we do harder and easier, but definitely more effective and more measurable. We’ve had to learn it from scratch, which we did, and that hasn’t stopped. It’s the same in every industry, including senior living. One of our earliest clients took us into the senior living and residential care arena where we learned a lot about why the people in that market did what they did. Some years later we were able to leverage that knowledge to help the Furnell family launch Bristol Manor, which led to the growth of over 60 facilities throughout Missouri. Never stop learning. While we were able to use what we had learned to help this client, everything changes, and you have to stay up on trends and data to keep marketing effective, which also keeps you relevant.