In the book, i am curious if we you mentioned with with in the book, one of the topics was culture. Do you agree that culture is kio, this immovable thing, or can it? Canit be changed? It can be changed, but it's difficult. And changing it while it's set and you're successful is a girgantuan task. But whene the way of things working in the past stops working, and clearly stops working to the point where if you continue doing them, or you don't change something, then bad stuff's going to start happening.