Jody: It's all about trying to position it and I like the way Jody that you talk about it which is not just oh I guess to do this thing that I don't like doing. But embracing the opportunistic side of it like you described right so that gives some leverage or some levers. If company a if your competitors aren't doing this then you should be, Tim says. "There's a law and you have to go above and beyond," he adds.

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