I think you have to start with setting golds, ah and smart goulds. And we had one example that we were looking at, you'll have to test me on this. With smart it includes being specific, measurable, actionable, relatable, a tran traceable, a transparent. So i think you now, if you can get those tenets right, and then set the goalds around that with the long term a conservation, and then tell the story around it. These places have amazing stories to be told, hopefully from the people themselves.