The science behind it is pretty in depth in terms of understanding what i just said, which is part of influence and it sounds crazy. It's about understanding how we construct reality. And so either i construct a reality that your product is valuable or not, or maybe i construct a value that my product and my times more valuable than yours. The narrative creates meaning, and then i understand it through that. So you say the's amplified sequence, and it starts with some storyan framing. Can you sort of give use the over of the whole process sequence? Yes.