Craig: I talked to a interviewed Josh Tucker last week. He's a prototype or really cool smart guy. And we talked about, we talked about the MVP and the importance of experimenting because we are all scientists in a way. So lean UX defenders you heard that we've mentioned it a couple times. Definitely look into lean UX, grab hold of that book and dig into it the MVP. Let's get into your transformation. Every superhero goes through some sort of transformation where they realize the powers that they have and they harness them for the greater good.