All great businesses are new. There's some new idea that hasn't been done before. But the other side of it is, like some great businesses are just like taking existing businesses, not new at all, and just do a way better job of it. I've never seen an outlaw or business that did not delight their customers,. They didn't know how to make a good product. The things that don't change is building gray product, building grea teams and delighting customers.