How to Build a Proof of Concept

We're trying to take under leveraged assets that have a lot of potential or opportunities that feel like they could develop into something special and create some disruptive change and mine those. We are not as hard in terms of K brand X next year brand we're just not we're not playing it like that you know both these I guess these brands were sort of different but kind of the same philosophy if you look at simple and then obviously this a startup with John similar in that you just see a giant opportunity starting from from nothing.