JIM MARKEL: I would say that the biggest marketing mistake that most small businesses make is they, they’ll work on their corporate identity, and not have the budget to implement afterwards. So you can spend a lot of money, you know, getting a logo workup done, photography, copyrighting, and then have nothing… You know, basically build the car and not have enough money to put gas in the engine—which would be ad placement and a PR campaign, and so by the time they got their identity package done and their brand analysis done they’re out of money. And so then the car can’t go anywhere and they’ve got this beautiful car sitting in the garage that they can’t take anywhere.