I like the idea of seeding it in advance. I think that's clever to get the conversation going. And what I'm noticing in as a theme in basically a lot of the things that we're talking about is just this notion of why. People definitely like, yeah, they get behind things. When people understand like the why we're doing this, it's a lot easier to get by in., right? So you create that why in a lot of different ways. This has been new for me. Most of my career has been in growth at all costs, kind of environment. Right? Where there's deep pools of venture capital money and getting funding for your ideas internally is relatively

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