Lego

A big brand has the budget to cent check any assumptions t it might make about the market. A and i think ultimately, it's about being having a true understanding of the consumer. Don't assume that they're like you. Even though obviously i am a huge fan of legasets e, and lego is a brand, i am not the consumer. I have a skewed view. So we need to understand and try to understand what drives the consumer e,. And what we business can do to support that. Ultimately, that that's the key thing.