I decided that we needed the right strategy which is just go after private business owners. They're not like multinationals that can get away from paying tax. These are people that are really permitted to actually doing something and they employ 70% of all people. And then overwhelmingly I believe that there was clearly the case that a lot of people stressed. A lot of business owners were stressed about their money in their business and then we could build a better way to help them. So that's what we did. He came up with a talk about a way to run a business called the progress pyramid, which he has recently trademarked.