We don't go back to what are our basic goods how do we enrich and is that job because there's lots of people who'd be really good at lots of different things. So I think part of the onus is also on us to make sure that we are looking and keeping our eyes out for those kind of opportunities and seeing and acting upon those those opportunities. Starting somewhere less crowded enables you to hone your core competencies before expanding your circle of competence it helps you avoid the human tendency to equate popularity with excellence.