How Do We Reduce Costs?

A lot of times I think the things that our organizations are really unique at or really good at, we can start to take for granted. What is it that we uniquely can do better than our competition? And then what is it that uniquely can do that's gonna add more value than your competition can? So often you referenced this earlier, it's really natural to in our organization start thinking about how do we reduce costs? It gets dangerous when we start extracting value from what the customer is going to receive.