S Sik: Be yourself, be of value to other people. The iceberg principle is a good mental model for something like this. If you're ataking it from the top down, you really don't have those deep connections to people where they see your process. And another thing that is very difficult to convey is, there's probably some very eloquent, ancient teaching on this,. But you can't chase the thing directly, right? Sik: You just talk about do something that people need, want and are entertained by.