In 89, i convinced somebody at proctor and gamble to do a study that they didn't want. The question was how should proctor and gamblers think about its customers? And it just struck me that that wasn't the right way to think about it. So i started looking at their top a hundred customers and trying to figure out whether there'd be a better way of thinking about it. I follow the doctrine of relentless utility, right? If you're just relentlessly useful, good things will happen. All rightad could you share a particular favorite study or experiment or piece of research?