Okay. It's because it defines it all for you. And is the very nature of storytelling is that you have got to get it down, you know, snappy. It's so tempting. When you're writing out your brand story think well, what you know, everything that I want to tell people about where it's made, how it's made, who made it, who designed it, what's inspired by what purpose is it for, but that's not your brand story, that's just everything there is to know about your brand. That's all the information there is to know about your brand. And you might have that somewhere in your content. But that's not your brand story. Your brand story is that super defined and super specific. And that narrative that says, This is who I am aligning my brand with this is who I'm for, this is what I'm about. And this is the value I give to them. And when you've got that it's like the clouds have parted because you're not, you know, trying to pull in too many different threads, which is where you get inconsistency, you know, you're not trying to work out what messages you're trying to send, you know, what your core message is. And so with every piece of content, every kind of communication, it's this relevant, you know, is this magazine that I'm pitching to actually relevant for my story, because of course, you're not getting anywhere. If you're sort of pitching something that's not but the moment you kind of get, you know, for instance, let's let's continue with our travel jewelry. You know, once you decided that was your niche, then you that's your pitch, you can you know, email Conde Nast Traveler or travel magazine, as well as fashion magazines, and say I have jewelry that's for traveling, because you know who you're talking to, and you know what your value is. And obviously, you've kind of got the emotion connected to that. So you can sort of say to you, the people that you're pitching, say to the, you know, airline boutique, you know, this is what I will bring to you, this is the value my brand brings to you. So it just makes everything so much less kind of blank page syndrome, because you know, where you're starting, that you can build it from. And you don't feel like you're asking people for favors when you're selling because you know, you have a genuine value to them. And it's connecting, it's a genuine connection, because it's like minded is community. It's based on something really lovely how you're going to make people feel.