The best idea you encountered in twen twnty one? I found this category actually the hardest to answer, because there are so many great ideas. One that i found really interesting this year is this idea of a synchroneus, environments versus synchrenes rments. So people often gravitate towards meeting in a room. That's what they're used to meeting in person. Then the thing that they'll move to next is zoom. And then the final iteration of that is loom. But often, from my perspective, the most effective is the other direction, loom, zoom, room.