The goal is to establish a framework for true understanding of the motivators, the things that are driving people to think and feel in the way they do. Thet's a little bit closer to the marketing way of doing things. What we're trying to get at is like, what actually did go through your mind? Because if we can get to that point, then we can understand the way you think. Then when we develop trust in a listening session, when we make space that's safe for a person to tell you theyre inner thinking, they can unfold that for us. They can even do some self discovery with us on board and start to talk about old ya.