I think the analyst needs to strive to understand as much about the business as possible there are times where analysts will be timid about asking because they somehow feel like they're supposed to already understand. The extreme of broken is when a business user comes and says can you give me this data and the analyst responses well what are you going to do with it if I do to me that's when you've gone to the extreme of broken. You have the analyst not engaging on the business discussion but instead throwing up a barrier and saying you have to tell me what you're going to do  with it. And yeah that's kind of because they're sick and tired of the politics in marketing is really