The first pleak's to start is insuring that you have full byin to what s o actually is and how it's going to benefit your business. If they don't understand the concepts of it, they need to find and talk to other people about it until they really can fully have it sink in. Only start aso when everyone involved is truly invested and fully understands what it means for the business in the brand. And then from there, you can move into where i would start the strategy, which is understanding your the landscape, your competitive landscape, of what and what you're actually competing against. So those are the two action items, beyond conceptualizing the future and benefit of