I try to design everything with analytics built in because I want to be able to listen to people understand what they're communicating, but also realize that they're going to do something that may have absolutely nothing to do with what they just said. And one of the areas that I have a lot of knowledge in is just understanding processing culture. That's actually what I'm working on both right now. It's actually not actually designing any particular thing. Just helping people through learning how to design for return on investment.