I love it because Clazier and Strauss who developed the, I think they were like spirited in terms of my approach. They said, use names that resonate with people. And so one of the ways we measure the accuracy of our theories is residents that do people see themselves and their lives and their stories. You know, what are they feeling? What are they not feeling? What's the conversation that's already going on in their head? And can I build messaging and solutions around that in a way that can be, make me of further service to them. In doing so, create a living, a career, a business that builds around that. Those are the people where you really come

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