Building a Future With Eucalyptus

So you've got this framework of a future that you want to build with eucalyptus, essentially a house of brands. What does that sort of process look like in identifying the pilot and then kin were the first two opportunities that you wanted to go after? So I think like you can like I have a really simple frame for thinking about like differentiation. And that's product-led differentiation where you have a meaningful product innovation. Then you have some kind of customer experience innovation, which is like technology, power and convenience,. discretion, access, and maybe a change in the price dynamics.