Besbis: How do we just make things real, put things into common language that others can understand? And i think it's especially prevalent in knowledge management. If you say to some one that i work in knowledge management, not so much, no clue. It almost sound pretentious. What you manage all the knowledge out the and so to be able to articulate it in common language is more amenable to people. They can understand these terms rather than saying, yes, we have decentralized authoring models, and we democratized your information for the common good. Besbis: We've got a hundred thousand strong force in our business at Besbis by having k m as my title.