Timothy Stanley: I would say that when I first started sort of forcing both my team and our clients to start before solution hypotheses start with problems. And it takes like you have to like flush out the system before people are like, okay, I now, I now of sane mind and can actually describe what a problem is because we are so solution oriented. We so want cognitive closure," he says. "I feel like any problem that we start like tech first, especially is just, I remember there was a retailer that we were potentially going to be doing some business with and they stated that their goal was a thousand personalizations"