i get the concept of building the story, building your brand around that story. As far as like these four rolls, i think it kind of depends on what arena we're talking about. I do like how he is saying at this point, we need to take responsibility for writing our own story. So now here on a mission, we've got that guide and hero again, now it's all about you. And so i am hopeful that this message isn't going to resonate with me too much. But recognize that i do have this bias of this story brand  that i don't think is going to translate real well to an audience.