Yef: Human beings over index towards the calamity of failure. Yef: Some companies are totally willing to ignore that comes out of it. Other companies are scared to death to put anything on the line, because they know it'll be their lifecause os the way that politics works in their organization. So just getting focused on what our expectations are. That's performance measurement objective. And then let's pause and say, why might that be? Do we do we know why it is? Ta, that when we set our target, we didn't realize that a competitor was going to come out with a much more superior offering.