The Transition From Perform to Demand Creation

I love your analogy of the rocket ship that you used in the book. Can you explain that because it certainly helps us understand how we need to think about it, but also how we need a budget for things going forward. Well, yeah, rockets that go out of space are really cool out there and they're kind of they catch my imagination probably as much as anyone's. And so what we need to be doing is like thinking like engineers with a rocket we need to use some of our budget or some of our fuel on that really important job of sort of going going fast quickly.