Conversion optimization isn't about changing elements on a page it's about solving problems. You have to solve clients problems and I think what usually happens for us when we're working with enterprises is that I treat this like an emotional targeting research, right? Someone comes to the problem. But then I asked myself, so someone comes in and they're like, we need a real process for CRO. And usually it's because there's silos in the organization. What do you say, here's the three things are stopping people from actually converting with you today. Help me. I could name the podcast episode through bombs. I will.