See the key take away from my talk would be that put the consumer first. Always be aware of your journey around the consumers. Do build products with the consumer wants, talk relatively to the consumer and keep it simple always. And my mantra is also similar that that work on first principles there's too much noise around marketing like whether we should do grand marketing or do performance or do TV as long as you are thinking clear you first principles that where you're consumer what message you want to give it to him and how do you want to response to be. Everything else then gets clear that the choice of channels is like what maker should you use what kind of media should you be at. So I think keeping it simple and keeping it on first principles.