Every new hire repeatd riting ikein sation, oky. Amazon has put in deliberate mechanisms to make sure that the customer is front and centre from the very first iteration of an idea. It's different than how a lot of companies develop ideas and products. A lot of companies used with skills, forward approach. What are we got at? What arr corp competencies? What are our competitors doing? How do we nudge into this adjacent market? How much market share can we get? The p f a c, the pressurelaton f a c,. that is the tool that amazon uses to achieve the perspective, starting from the customer.