Yeah, you are. I mean, I draw a couple of distinctions. I wrote the first book, which is about how brands and consumers use social media to build a better world about the shift from me first to we first. And I thought, and this is when 2010 was, you know, Facebook was just happening Arab Spring, Twitter was this new thing that will never go anywhere, what you know. And I thought that if these new tools allowed us to facilitate a dialogue between institutions and citizens, and brands and consumers, then suddenly the other side of the conversation is there, and it could change things and we could do more good. And the other was a bolt on to business as usual. Like, let's keep doing what we're doing, but do more good as it's played out. And as we see in the headlines right now, a lot of the promises social media has been squandered to the advertising dollar, hate speech, polarizing people, all the issues that you know, are being examined right now. So in that time, in that 10 years, everything got worse. Like the first chapter in my old book was the future of profit, His purpose 10 years ago, and here we are, that the problems we're solving for a now exponentially worse in fact, the way I see it for myself aside in terms of the work we do with different brands, like small startups all the way up to big companies is all of these issues, climate, loss of biodiversity, ocean acidification, plastic, you know, social inequities, they're all compounding in the future and hurtling back towards us in the present. And what's coming is this hockey stick of expectation on business, were the luxury of choice as to how far and how fast we change is going to be ripped out of our hands. And COVID has accelerated this. And in the last 18 months, in the last five years, if you drew a line of the dialogue around purposeful business, it's going like this, what's going to happen? Is this going to go vertical? Why? Let's take don't take my word for it, the UN came out last week. And it said that well the week before and said that, with current carbon emission commitments by countries and companies, we are on track for a 2.7 degree rise in temperature around the planet, which is catastrophic, which is their word, catastrophic. At the same time, 56% of young people according to the Lancet, planetary health report out about about a month ago, 56% of young people around the world think humanity is doomed. So what more do we need? I mean, seriously, when are we gonna wake up, we are literally putting ourselves out of business. So lead with we is a whole different proposition, my new book, it's about as opposed to building on through social media, you know, business as usual. It's about a wholesale reimagining and reengineering of business around the idea of leading with weight. What does that mean? Firstly, everyone chooses to lead, we are in this mess together, because of my choices, your choices, the cars, we drove the products we bought. It's that connective tissue between all of those relatively incidental acts that have led us to where we are today. And the only way out of it is if we're all going to use our agency in life to do something about it. Which means I'm going to be mindful about what car I drive way plant based, where do I invest my money? What company do I work for, these are all levers that each of us can pull on a daily basis to make a difference, not just for ourselves, but so that we aggregate it so that the connective tissue between all our actions creates the synergies and the compounding effect that has currently worked against us, but now works for us. So we've got to lead. Secondly, with, you've got to find the widest number of stakeholders that you can work with, not just those places into you, like your employees, your suppliers, your customers, you've got to work with your competitors, you've got to work cross sector, you've got to do pre competitive collaboration, you've got to break out of these self imposed limits in terms of how we're showing up. And then the third element is we we've got to direct those collective efforts to to impact positively the largest number of people on the planet. And the reason I designed it this way, as a messaging guy, as a storytelling guy, so much of the stuff that we do is wonkish be called SDGs ESG. Materiality reports. God knows what it all means employees inside the companies don't know. But what if we just said on every decision we need to make, we just asked ourselves, how can we lead consciously choose to leave with as many people as possible to serve the greatest way, you know, the end the planet? And the book lays out a step by step roadmap for nonprofits, small companies, large companies on how to do that, based on all the work we've done over the last 10 years.