We're often brought in to be quote, the bad cop, if you will. You know, and Well, the thing is, is that they've said it a couple of times, but nobody listened to him. Okay, but when the hired expert comes in and says it, and then they bring in all the data, and they bring in the customers perspectives, and they bring in a competitive differentiation arguments, you suddenly instead of one voice, you have many voices now saying, hey, you need to listen to us. You know, and we hear a lot. It's unfortunate, but it's as they say, it's very hard to be a prophet in your own land. So some just something about human nature, if if, literally, if I call on somebody in my town, and I call on somebody in another town, I'm suddenly like five times the expert. In the other doubt, because I'm new, I'm different, I must know something that they don't know already. And so I think I think the lack of respect is sometimes attributed to just being there. These people are brilliant. They've been saying when we walk in and reinforce them with but because we said it, it suddenly carries more cachet in the process. But it's you know, but on top of that, we really do put the science behind it, we put the homework behind it, we put the customer perspectives behind it, we go back to that three legged stool over and over again, with clients to help drive this in the right direction. We often use a technique or we talk about subbing the word, like for what works. Yep. People often internally to say, well, I like this, or I don't like that, to which I respond. That's great. I don't really care what you like, I care what works, right. You know, and I mean that in the nicest way that sounds a little blood, a little blood right now. But but the reality is, is you can like pink, but if the customer doesn't want pink, the customer wants orange or blue. We can push pink out there all day long. And it won't be successful, you know, in that process. So we have to look at what's works. And that goes back to managing and testing and constantly working to improve what works. So what worked last year may not work this year, we had a client that drove originally 2,000% of their opportunities through LinkedIn. But over the last 12 years, we've worked with this client over time, other channels have superseded that and that channel has diminished. And so as much as I Love. LinkedIn isn't working. And I needed to shift. As the market was shifting the locations were shifting for where we were to reach these people, their behaviors were shifting. And so it's it's a really good philosophy to say, you can have an opinion. And you can talk about what you like. But it's better to talk about what works in this process.