So we look at all the different ways that money is taken. how your Salesforce works, what your dollars per sale is, and all those details. Then we extrapolate them out to increasingly small pieces of of actionable things. Then baseline them to say, “What is your organizational performance right now?” Then we go in, and do contextual info, graphic oriented work, where we we find needs that are two or three layers under the surface, They're more aspirational. People couldn't tell you that that's what they're looking for. You specify the needs you're going to solve for. So maybe they're not a problem. Maybe they're an opportunity.