Yeah, recently a client is there an ongoing kind of been on a couple of years, but they've decided that they'd like to do some more, more work in the cruise ship sector, something we've never done before. So we literally got on the wall, in the office, on the cruise ship brands, or their sub brands. And we found all the decision makes more brands. But every architect thinks what they do is special. And what they do is different, and we couldn't possibly understand it. But truth is, it's all exactly the same process is exactly the same offerings. So if you're selling to cruise ships, or if you're selling to a developer, or a brand, it makes absolutely no difference in reality. If a client says to us, who wants to hotels next, hotel is a little bit more tricky, because you have to find, you know, maybe investors or developers who are building the hotels on behalf of the brands. But that's just detective work. So that's if we don't know anything about it, we'll map out the landscape. And we'll figure out who the people are. But we'll also look at the first thing we're going to do is figure out your priorities for getting new business. In the early days, I made the mistake of saying to a client, you know, who do you want to target? And they'll say, well, we'd like to go into like BTR and we'd say fine, and peculiar BTR but then the results wouldn't be as good as they could be. And that might be because their portfolio is not very good in it, or their proposition is not very good. It might not be their strongest, their strongest sector. So what we do first is figure out their priorities. Is it to get these in the door? Or do you want to break into new sectors? Would you want to build more of a market share somewhere? And then we'll say, okay, which, based on those priorities, which sectors would reflect the strongest. So if they said, We want to get more fees in the door, and we've got a really long track record, and BTR we said, Well, that's an obvious one. And then we'd say, well, are there any economic factors that might affect that? And if there are the more gone to the second best one, or if not would go with that. But we typically find that actually, we need to target a sector that they hadn't even considered or Well, they thought we've done too much in that. But your power isn't to get more phased in the door. So actually, we should worry about looking at cruise ships another time. If this is your priority. First thing we do is figure out their priority, figure out which sectors reflect. And then we're going to figure out why. What so we had a client recently had an opportunity with JCB, dacb, had had, right, the same architect for 20 years. So we contacted them and offered them. I'll be honest, I don't really understand the technology. I'm not an architect, but there was, the client does something with them differently, right? So we use that, as we say, Look, we know you, you've got an architect in place. And you're probably happy with them. But we use this, this design software, and we think it could really help. They took the meeting and they actually gave our client the opportunity because to build a gym and a new factory. And that was because it's not about it's not that they had this long relationship or anything like that. It was we had an actual reason to have a discussion, despite already be a half liter existing architect. Actually, this is another reason have a chat. And if there's nothing interesting that we come up with, that the client can offer their clients, we'd have to be creative. So one of our clients wanted to meet developers. So we partnered with a salon in Fitzrovia. Who can offer free hair styling, because they're gonna have professionals in their salon, they did that for free. And we created the women in property event. Salon. And then when we all the people that we couldn't book directly meetings with just to talk about architecture, we then went back to them and said, we've got this event happened, we're really interested in your opinion, please come along. And that got another way to get in the room. But it was it's just coming up with creative reasons to get people in the room is typically we'll get them just talking about new business, but if not, so coming to work on it.