 to raise ideas, to raise good things, but to celebrate failures, but to do so in a manner where we garner the learnings, where we do it fast and quickly. Because doing something for 18 or 24 months and then saying it's a failure is not the answer for me. I believe that you've got to have rapid deployment, rapid test and learn, and creating a process where you can get something in market or you can test something within 90 days.