Advice for my millionaire buddies.

I had one of my buddies call me this morning the guy happens to be a millionaire he does a lot of business he Services the real estate industry and he called me with a question he said there's an event there's a conference that he goes to every single year and this year he's having second thoughts whether he should go to it happens to be a very expensive conference and he says you know the real estate market is suffering right now it's almost decimated and I don't know if I'm gonna have an Roi and I said to him you should be at that conference more this year than you've ever been in your life why because last year things were Rosy when things were looking good everybody was at that conference and you had 10 competitors there last year this year you're going to be the only guy that had the cojones to spend the money to be at that conference and you're going to be the only guy in your industry and you're going to be able to steal market share that was never available to you