So the indoctrination is real, the indoctrination started when we were three years old, not just about caste and the things that lead to social injustice, but the indoctrination of obedience. And how do I get an A will this be on the test? How do I get picked? And that is what the industrial system needed people to do to be compliant cogs. So, in your question, subconsciously, you buried that because you said, What can nonprofits do? There's no such thing as a nonprofit, there's just a group of people who are connected to each other with a structure, right? It's, it's me person, not calling you I'm so good. How can a person make it and so I'm gonna give you some really specific tiny examples. My friend Scott Harrison has raised a quarter of a billion dollars in charity water. He did that in a way that was not in anybody's playbook. When he started. My friend, Jacqueline Novogratz has raised almost a quarter of a billion dollars for the Acumen Fund acumen. How did she do that she did it in a way that everyone said wasn't going to work. Now those two people are in charge. But let's think about someone who isn't in charge. So I got an email, I don't mind calling them out by the New York Public Library, of which I've been a member for a very long time, few weeks ago. And this subject lines through made it sound like my library card was about to be suspended. And as I read it formatted in that standard fundraising HTML thing. It became clear that that wasn't what was actually being discussed. It was would I pay some money to join this thing to support the library, and it was signed by somebody who works somewhere, they're deep in this institution. So I sent her a note. And I said, this is five things I might have tried to do a little bit differently. But the problem is when you say, we are this institution, and I have 40,000 people on my email list, and I got this consultant, and I need to make my yield numbers go up, because I'm under all this pressure of and this and this and this. Well, of course, you're going to do that. But what you could do is you could realize that you could write 30 emails a day by hand, and figure out when you write to someone, one person at a time, and tell them your story and what you're up to and see them. And they feel seen, you could figure out what might work when you multiply it times 10,000. Because I guarantee you that treating 10,000 People like they're all the same. It's not nearly as effective. In the old days with direct mail, you had no choice. But with email, that's the way it's supposed to be that if we can see each other, we have a chance to change them. Now, if this person did it, and it failed, she could go to her boss and say 50 People didn't work, take responsibility. And if it succeeded, she could go to her boss and say, you want to take credit for this one, because then we get to do it again. And again, and again. And so the shift that I'm talking about as a marketer, is one that says we have all these dials and all these tools. And instead of doing it in a deniable way, how do we do it in a personal way? But it's a bigger thing when we talk about our teams, right? And I'm watching things fly by in the chat. What's the deal with our teams? Did we sign up to get real? Or let's not play? Are we in an organization where we criticize the work but never the worker? Do we have a mindset that says what we are here to do is find a new way to solve the problem acknowledging that some of the things we're going to do aren't going to work, or are we here to just run around like chickens with their head cut off in crisis mode, doing what we did yesterday, but faster and cheaper. And having the honest conversation. That is the first step.