After about 18 years of running missing link, we wanted to sit down and a lot of this thing was we were intuiting presentation. And the four steps we've come up with are very, very simple. So step number one, you've got to give your audience a reason to care. You've got to fill their gas tank. Step number two, I want to give them a reason to believe. This is where I differ, by the way, from typical Silicon Valley pitches. They pop the least reason to believe stuff near the end of their presentation. But I think this goes against peak end theory. It doesn't have to be that I'm the world's leading expert. I