And that' seta a good segway for where i wanted to go next. Because i did want to talk about your book, marketing to minestates. And you got ahead of me a little bit, cause i was going to say, it's about marketing, but it's also about a lot more than that. And that's one of the reasons why i wanted to have you on the podcast to day, because i think there's some things that are really relevant to product and things that are product adjacent, such as marketing. So maybe we can start doing some foundational work. And what thes mine state? Mean, let's start there.

Mind state is a temporary moment of emotional rousal. You would know it out there, is a ot state. And when you're in these hot states, you're much more susceptible to influence because you're using emotions to make decisions. Imagine it like this. Whov you ever been to los vegas and you're in a casino, and you have all the stimulin, our blinking lightsd and cheers, and you have all thes, these noises whenever, and you lose track of time during those moments. You are very susceptible to influence, by the way. And casinos know exacly what they're doing. You're susceptible to these influences to keep spending money, and they're doing this stuff. And the funny part about that, as i use the los vegas example, but you're in these different hot states, these different mind states, multiple times a day. So i'd like to tell my students there's a study that says that we make over 35 thousand decisions every single day, like over 35 thousand decisions. The vast majority of those decisions have to be made at the non conscious level, at the subconscious level, cause you wouldn't possibly get out of bed if you understood you had to do cost benefit analysis of every one of those decisions. So imagine, out of those 35 what % are those are made at the nonconscious level. The vast majority, like 95 %, maybe even 97 %. For ith those 97 % of decisions, you are in a particular mind state when you are making those decisions. So if i understand what's happening in these moments and understand these psychlogical factors that are influencing you, i can create experiences, i can create products, i can create messaging that taps into that subconscious. There's 97 % of decisions that are being made. And when you tap into those, you can expand the reach of all your message and expand the reach of your products, because you're tapping into so many more occasions, if you will, when people are at least receptive to your new proposition.