We have a part of our brain that basically does this calculation, which is like, you know, gain minus loss times % of success. If i have an identity that views me as a failure in this number goes down, my motivation is going to be very, very low, right? So these are the two major ources are three major sources of resistance. The question becomes, how do we help clients with monus and hamkar, or some scot in hamkar? What's our play?