If i could, i think we will solve most of the world's challenges if we could figure out how a technology could overcome people not wanting to change rat a. But what if you thought about the problem first, and then thought about, how is it that you should organize around it? I think it would solve a lot of problems. And i think it's the same in emerging technology. You cannot stop with the solution and then think, ah, how should i go about creating the narra on how da does this fit to a business problem? So we really have to start with the business problem.