I like fail cheap, but i think it knowing the cost of failure is key. We've a very process driven organization and people were conflating trying something and failing with failing to do something that needed to be done. Trying something that doesn't work out does not guaranteeta. That is not the same thing as failing to do a cor part of your job. So full tooser for everybody who's listening,. i know we're pushing your team, and i know we are pushing them to try the untested, the unproven. Really important to me, and i never punish our agency partners because that's a strategic decision wer we're making.