So we need to balance familiarity with novelty. The why is clear, but how do we do this? Do you have a formula for that? Is there data on that? Because it's easy to say, all right, it's a Western, but it's in space. But we've and that sounds like a bad idea on its face, but then we have Star Wars, but then people say it's the Uber of pizza delivery and you're like, oh, that sounds like a really good idea. And then it fails and you're like, wait, what happened

there? So one of the things I found that I thought was really surprising about these creatives that I interviewed was that they were surprisingly iterative and surprisingly data driven. I don't just mean data in the sort of numbers and Google Analytics type of way. I mean, data in getting some form of feedback from their target audience and from their consumers. So for example, I tell the story in the book of the Ben and Jerry's flavor team because you know, Ben and Jerry's billion dollars in revenue, eight to 12 new flavors every year, quirky flavors, you know, their job is to sort of be a little bit out there. And what was so interesting to me was that the R&D team spends most of the year literally consuming like they go in these things called trend tracks where they go to different cities, eat tons of ice cream. Yeah, it's great. And they try different restaurants and bars and they see like what flavors are sort of percolating, what are people doing. And then they come up with a list like a written list. Like there's no ice cream being made. They come up with a written list of 200 flavor ideas. And then they split up the list and they send it out to their email subscribers as a survey and they ask two questions. One how unique is this flavor and two how likely are you to buy it, which is basically how familiar is it and how novel is it because if they just focus on how likely you to buy, you'd end up with an entire brand of brownie cookie crunch caramel flavors, right? And eventually the brain would die. And if you just focus on uniqueness, you have a bunch of stuff that might taste good and be interesting, but it's not actually commercially viable. Right. You've got a lot of like deal pickle and mushroom or something. Yes. And deal pickles actually a flavor that they made as a joke in the office is actually really good. And this is one of the things where I think we get confused when it comes to creativity, especially as entrepreneurs, like one of the biggest mistakes aspiring creators make is like, well, I made the best product, but they don't mean best in terms of what their audience is most likely going to like. They mean best is in the most features or the best for them as the entrepreneur, but oftentimes our audience actually has a different taste palette. And so these great creative achievers are actually much more comfortable with the idea of creating for an audience. You don't hear as much from them things like, Oh, I'm just creating for myself. I think that's code word for I'm not very good at creativity. Yeah, that makes sense.