Is This Predictive? And Can I Find It?

The process to do that is sort of this back and forth between what is in the humans head and what can we get from the data. O, ka, sell walk me through some of that. Like you sit down with s t r and you're trying to map their mental model. And if i see there's a pattern there, then i go, ah, we're on to something. We may not see that. But the essence of the ta model was there are things that companies that care about this talk about in a certain way,. Things that companies that don't don't talk about in that way.