So everyone's doing their best, and everyone means well by their own definition. So again, it's about creating the conditions for this generative thing to happen. Google invented llms, pretty much AI stuff. So why doesn't anyone use their stuff? Why do we use Cloud and chat GPT? Because Google didn't want to release it. Why didn't Google want to release it? Because almost all their income comes from search, and it destroys search. So everyone at Google was doing their best, but they were part of a bigger system that didn't care what Google wanted. And the same thing is true for your nonprofit, that when you say we're not going to have a gala anymore because of X, Y and Z, you are right to say that, and I agree with you, but when you say it to people who are on the hook for a certain kind of work and a certain kind of output, they're going to push back on you because they are afraid of walking away from what's known, even though it's suboptimal to do something that might fail. They didn't sign up for that kind of work. Yeah, and so part of what it is to lead is to create the conditions where people do stuff they didn't sign up for, where they do stuff that causes tension, because it's better than not doing it, but that doesn't mean they're going to be happy with it. It just means you've created the conditions for them to do it, and it's these moments of growth that are thrilling. That's what you signed up for as a leader. But if you're just going to wait for the whole team to cheer you on, you're going to be waiting forever. So I have another story about this. 25 years ago, 20 years ago, I got a call from the American Heart Association. Have I told you this story before? No, but I want to hear it. Let's go. So they say we want you to fly to Texas and give a talk to our top people about marketing and about how we can grow, and we'll pay you to come. I said you're a nonprofit. You can't pay me to come, but I'm not flying to Texas either. If you are in New York one day with half a dozen of your people, come to my office. We'll spend four hours together. So a friend of mine is a well known cardiologist and author, so I invited him along, and so I've got there in my office, and we're all sitting there, and they want to know, how can they do what they're doing, but louder and you know, how can they get families that have been impacted by heart disease to cough up extra money so they can raise more money so and I'm sitting with them, and I say, what's the purpose of the American Heart Association? What are you here for? And they're like, We want to stamp out heart disease. It's one of the three biggest killers in the United States. I said, Okay, that's cool. And what's the number one cause of heart disease? And they said diet, particularly beef. And I said, You're absolutely right. So instead of trying to find new ways to raise money to find drugs to solve this problem, if I could just describe to you one thing you could do for free that would save half a million to a million lives a year for free. Would you be interested in leading it? And they're like, of course we would. I said, I don't think you would, because I don't think that's really what the American Heart Association is for. I'm going to tell it to you. It's gonna make you very uncomfortable. You're not going to do it. They said, No, no, we'll do it, because there it's a half a million lives at stake. Like and it's free. I said, so it's simple. You remember Prince spaghetti day? If you're from Boston, you do Prince spaghetti Day is on Wednesday. They made it normal through advertising to serve pasta to your family without feeling like you're low status and you're doing it because it's cheap. It's Wednesday. You have to serve pasta like on Friday, you serve fish. So I said it's super simple. You work with all the networks, you've got, institutions, corporations, marketers, and you announce that Monday is eat no meat day. That's it. Nationwide, in every cafeteria, in every restaurant, eat no meat day. If you did that one thing, it would change everything in the dynamic of what you're trying to do. And like, well, we could never do that. The farmers would be mad at us, and these people would be mad at us. I say exactly, because the purpose of the American Heart Association is for no one to be mad at you. So now we understand