that's a very good question, Ian, and the answer is a very broad one and a very long winded one. So I'll try and I'll try and keep it short, because in the research group that we have at Loughborough, which is a group called the storytelling Academy, our focus is particularly on what we call applied storytelling. And what we mean by applied storytelling is using storytelling as a sort of methodology, if you like, as a practice to be applied to some of the big challenges that we face in society today, and what we understand storytelling as is as a way. Way of of thinking as a way of knowing about the world. So it is a it's a knowledge system. It's a way of knowing in the same way that we have, you know, legal knowledge systems. We have academic knowledge systems, scientific knowledge systems, technical, technocratic, bureaucratic. We have all these different ways of knowing and storytelling is something that humans have evolved over millennia as a way of interrogating the world, understanding the world, building our identities, creating relationships with each other and with the environment, the places that we live so as human beings, we think through stories. Very often though academia, or certainly Western academia, has gone through a much more kind of scientific, rational approach to the generation of creation and sharing of knowledge and storytelling tends to get forgotten a little bit, and we're interested in using storytelling as not to replace other forms of knowing and thinking, but but to add that into the mix, because we think the other thing it can do is to bring voices into the conversation that are so often either unheard or even under heard in those conversations, and when we're talking about some of the challenges that we're facing, whether that's to do with health or the environment or whatever it may be, these great big challenges, very often the people who are at the rough end of that particular problem are the ones whose voices are not included in the conversations, and often because they are conducted within language from which they are excluded. And as academics, we are all we are so often guilty of that, of excluding people simply by the way that we talk about about things that talk about the knowledge. So we think that storytelling is a good way of of widening the discourse. And I think that's something that we need to do. So we look at applying storytelling as a way of thinking, of knowing, of discussing, of interrogating the world, with our collaborators, with our partners, and we're always working with partners as well. That's the other thing I should say, is we never work on our own. We are we are interdisciplinary to the core, and I'm not going to be with you this evening, stroke this afternoon, trying to pretend that storytelling is a magic bullet is going to solve everything, and it can't do on its own, but it's, it's a Swiss Army knife of a tool with many different functions, one that we have as human beings. And in collaboration with our our scientists, with our social scientists, with our our legal scholars, with our business scholars, with our engineers, whoever it may be, our policy people, we can actually try and make some progress. We always work in collaboration. As I said, that was a lot that would that was the short answer, much, much longer answer. And everyone will tell you, storytelling is different from their perspective. Of course, all I can do is talk from my own perspective and that of our research group.