The best companies in the world do all three. They do ideation, activation and implementation. There's actually an elevation of the six types of working genius,. starting at the very highest elevation, which is call it 50,000 feet. The T is like, I'm going to land this friggin' plane. And so that's kind of how this works. If you're a W and a T, you're operating at 50,000ft and 100 feet. That's pretty, that could be pretty jarring for them.