i've been thinking a lot about this. This pribe relates la bit to story brand. And just like the stuff that i've been creating lately with faith base productivity, tube channel, stuff like that, i have struggled like, let's just share the utube stuff. But then i've just gone through ship 30 for 30, and they basically say, become as nich as you can. So ye tilly fair, the last thing i really want to talk about in this book is thi topic of goal setting. However, chapter 12 was where i re engaged with him because he says, quote, goald setting is optional. What did you catch that?