In rich is a four-part framework of in rich delight guide and uh maybe a whole lot of effort yeah. The title of the book is edge because it's about how to create your own edge but edge actually stands for those four components the E D G E so the E is for in rich the D is for delight the G is for guide and theE is for effort. We don't always have the opportunity to show how we enrich and provide value in any sort of situation, he says.