The one piece of it that's a little bit strange to me is the concept of innate. It has like this I was born with it mentality which I think we would both agree is sometimes the case. In most cases it seems like these are skills and expertise it's been trained or developed over many years. There's a lot of competition in that territory which is why what is it page 44 he has a quote escape competition through authenticity. Be yourself. Don't be who people tell you you need to be.