I can find a lot of good ideas by looking what the car companies are doing or what you know you know just someone that's only far from it. I would look at like processes of factories like that book the goal which the guy explains like this big story about the factory. The things that have lasted the longest um will continue to last the longest because they've kind of stood the test of time so yeah going back to the classics of marketing or the classics of literature the classics of music is really great to get yourself out of being over influenced by the current side guides, he says.