i remember a story where warren buffet wanted to be on the cover of forbes magazine, but c o us bank didn't want him. But he got his way by insisting that they both go on the cover with their own separate pages. That's an extraordinary thing for him, and burnishes his reputation. And i think once i started thinking of the world in that way, i started seeing myriad ways of doing it. It makes my life super exciting, because i keep finding new ways to do it, and i keep reaping rewards of how i've done it in the past. So a, good will is the idea just so powerful and keeps giving you north star after north star