you got to be a self learner. You've got to read, read, read, McKinsey just came out with this amazing study. And it was called, it's called the triple play. And basically, it says creativity plus analytics plus purpose. And then they dive into companies that had all three of those. So you're talking about purpose, being very thoughtful law, and analytical. It's not just putting, you know, oh, isn't it sweet. We're going to partner with this not for profit, but it's delivering on business issues, as well as making the social impact. PNC grow upgrade. We identified early childhood in 2003, for PNC, and we were asked by their CEO and the president of their foundation, find something that can truly give us meaning that works with our business, a bank invest in local communities. And it's an issue that's about to emerge. And we did a ton of research, we have a process. We picked early childhood education. And this is another one was great stories where we presented the idea to their CEO Jim Rohr at the time, and Eva Blum, who became a very, very good friend. And, you know, it was here's the issue, here's why especially underserved kids are totally behind when they get to first grade, you know, they have 30,000 less words, they have all sorts of challenges. And you can take this on and be the first Corporation truly leading the charge. So everyone shaking heads in the room, you know, very serious faces. And then we go to what agencies do, and we are suggesting a five year $50 million investment, and the room goes silent, totally, totally silent. And then Jim roar looks to all of his senior executives and then to me and he says, not big enough. 10 years and $100 million. It's continuing. It's like a year 17 They have great not for profit partners who we selected. PNC is not an expert in early childhood. But part of our secret sauce is an advisory board. So we went to experts around the country who were academics. And they were, you know, they're working in markets, etc. And we invited them. And I will tell you to this day, most of the original advisory board is still on the advisory board. Because they said, Oh, my God, here's a company that truly will invest in early childhood. And so and now the number that they have committed to a half a billion dollars, it's all aggregate to this subject. So it's a long story of saying, there is an approach for both the corporate and the not for profit, that is thoughtful, that is strategic, that is well researched, that is architected to be built to last. And that's what I challenge your listeners on either side of the aisle, that you need to be strategic and business oriented, you can still have the heart, but you need to have that so that you will be built to last because some of these issues are going to be solved overnight. They are 10 years, 15 years 20 years Coalition's coming together to truly help to make you know, a dent in an issue. There's one other thing I did want to share which goes back to like what's a great insight for your not for profit listeners. And in our book, my favorite chapters chapter seven, get breakthrough not for profit, Brandy, and it's really simple construct. And you can do it you don't need to read the book I hope you buy the book about getting rich on the book, but I did it is a labor of love. Is that you say what is our goals? So you know your before even get to a meeting together? The company brand says what are our goals for a social issue or environmental issue relationship? Then you ask the potential partner What are your goals? Then you come and sit down on a meeting. And then you go over and identify shared goals. That is where the magic happens. That's where you set the objectives, the milestones, the measurement and reporting and begin to talk with the same language. Talking with the same language is the biggest challenge for the for profit, not for profit partnership.