Yeah, so the the book itself, the first part is really the kind of the rationale, the academics, the influencer effect, what it is, that's just one chapter. But for me, I'm a practical person, I come out of business. So I want to know, how do you do it. And I wanted to know how to do it in a very simple, entertaining fashion. So that's my kind of five serious subjects wrapped up in entertaining packages. So the rest of the book is called, is basically the DREAM method. And each one of those stands for one particular area of how you go down the road. So there's a there's a Chinese philosopher called Laozi, who talks about the journey of 1000 miles starts with one step. That's true. But this book is the GPS that helps you get in a much better fashion that might otherwise be the case. So so what we start off with is the D for Dream, which is design your action plan? What are the goals? What what is the the budget, the activations? What are you doing? You know, it can be a campaign like the one that Meta did, it could be a campaign like the UNICEF one, in November, is it the pennies for UNICEF around Thanksgiving. Whatever the campaign is, it could be a local thing. So first of all, you have to design it, and you have to have your roadmap. The second part, which I really want to emphasize is the R is research, the more research you do on influencers with an S, the better. And I'll tell you why the S is there. If if I am an organization, and I want to reach different desired audiences, because that's what the influencer effect does. So it's better that I have several influences to do that. Because if I'm trying to get to the Latinx community, and one of them, one of the groups is a Cuban in Miami, and the other one is a Mexican family in the valley in California, they're different people, different cultures completely. So you need different influences to reach them. The other reasons to have the S is because scheduling, I may want to get an influencer to an event or on a trip, or to shoot a project, you know, trailer or something for my for my, my gala or my organization, they might be in the playoffs. So the reason is reputation. So if I have one spokesperson, and we can all think of these and I have an example in the book, but I don't really want to go into now, where somebody just does something really awful, that they regret later. And maybe they were under the influence of alcohol or they were going through a bad time. You don't want that to be the face of the organization. So if you have more influences, you are protecting yourself from reputational damage. The third part of it is to educate and reach out. So if you're a nonprofit, what you want to really do is get out to a lot of people you want to say you want to get eight people you're probably going to reach out to 100 if it's a social impact campaign, less. Social impact is to get people to post is easier than getting someone to go from where I am in New York to say Lagos in Nigeria to do a trip. But people will do it if it's something that they believe in. So reaching out is really important and very, very, very simple letter we get bombarded. When I say less I mean email, I should say we get bombarded with so many emails a day. Influencers get bombarded with 40-50 requests a week sometimes if you're if you're a Beyonce, you're getting 4050 requests a day. They Beyonce has a Ivy McGregor, who's fantastic, who's a philanthropy person, by sending that email out it's the start of a conversation to get them interested it's not meant to be the whole conversation short sweet, maybe a social media kit if you want them just to do social media posts and and just follow up the persistence comes into it again, you may not hear doesn't mean that they're ignoring you. It just means their publicity person, their manager, not their agent, never go to the agent. The agent is there for money. It's their job, but it's not their job to do philanthropy. Some are different but I'm just saying generally. So that's that's the third the third thing, but the good thing about reaching out is even if you get a no. And there's, there's a no. A Yes. And you're sharing if it's a yes, and there's the don't hear, the don't hear are always the ones that are problematic, because you're not quite sure what to do. But you persist. And eventually at some point, you say, if you don't get a yes, you say, well, we'll move on. But say you go out to go out to say 50 different influencers, and all the influencers, I work with the traditional influencers, and most of the social media influencers do not get paid, I think that's really important is to say, because the research is so good. You're getting you're getting into into their passion projects, and they don't get paid social media creators, if they create something for the project will get paid. Although the the nonprofit rate as we call it is much less. A is the activation. What are you doing with them? Is it a gala? Appearance? Is it a video? Is it a social media post? Obviously, there's more likelihood with a social media post, and getting them to go to to India for a polio campaign like Archie Punjabi the actress did. And then having a media as a result of it is the tree in the forest. If it falls, no one hears it. The Zen the Zen one problem is Did it fall? In my world? It didn't, that absolutely didn't unless people know about it, because you want to get the word out about your organization, working with the platform of the influencer. So that's how you raise your money, you raise awareness, etc. So you really need to make sure that you have really great PR internally, externally, as well as the influencers platforms which can reach literally millions of millions of people. And then the last one is measurement. So why are we doing this? I'm assuming a lot of your audience me for sure and you for sure, are doing this, because we want to move the needle, we want to make a difference in life in people's lives and the environment, whichever is the cause we're interested in. And as a consequence, measurement is really important. So measurement is going to have a couple of facets that I mentioned earlier. One is return on investment, your chief financial officer, your the folks that are dealing with development slash donations, fundraising, they're going to want to know that the money that they got within the organization is being well spent. And we found that the average return on the dollar spent is basically about one to five to one to eight when using influencers, it can actually be a lot more if you take in the fact that not paid. You can also look at it with proxies, you can look at it say, Well, if I had done an advertising campaign at a discounted rate, not the card rate, then the return would be much, much, much more. But I but I kind of find it, you have to be careful not to be to pump yourself up too much with these metrics, because the organization may have never done an advertising campaign. You know, you want to under promise and over deliver really and I think I think influencer marketing and cohorts can definitely definitely do that. But then there's the real impact, which is the impact of your organization. And that's that's what we're all here for. There's the impact, which I call kind of the interim impact or which which is did we get more followers? Did our website grow, you know, visits? And then the real impact is did you move the needle did did it did it make a difference? And we've seen four or five times more donations in the exact same period come in through influences. So you get financial, you get behavior change, that then will fall into policies, policy change. And so you can see real impact.