I just think content marketing is often a waste of time for people who have small audiences which frankly is a lot of folks who listen to this show. I wouldn't say that that's for everybody and that doesn't make anyone better or worse but I think that's a layer to really acknowledge like you're saying. Giving ourselves permission to like experiment with things that are lighter lift more agile give us flexibility changing our mind be more than one thing because as soon as you figure one thing out it shifts, changes what your clients want changed and you change too. If everything we make is so like frozen and heavy and requires 18 tentacles moving around in order to like harness it together we're not really