The first question i always askd when people are pushing digital transformation is, you don't actually want digital, do you? You want there's some other outcome that you actually want. And so if you can just identify what that is, then let's have the conversation about that. What kinds of principles and practices would lead us to respond to the market better as it changes? Let's play thaa, and then everything's fine. So i think thatwill be my, my take.

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