Yeah, I like the way that you call that out as an action There was another thing that you said that I thought was really powerful about how insights themselves are essentially inert. They don't do anything What what then do we do with an insight? How do we take a breakthrough moment and make sure that it's not just a breakthrough moment Like I guarantee people watching right now are having like a hundred aha moments for sure That was definitely the case for me as I was researching you and when you said that I was like and that's the danger that