20 20 data is kind of like the table stakes for being a successful business. You have to be data inform med, but you also need to be incredible at being ampathetic understand human beings and how humans work. And i think it was especially impactful coming from him, because rashad is someone who studied applied mathematics,. Someone who studied finance and got his mba. So he is absolutely a quant driven person. He thinks that so much of what marketers do now is not driven by amphathy and how human beings actually think.