 Sure. So, prior to our storytelling work, what we did is we spoke about the science and the solutions. We spoke about the statistics and the data. And that was really inspiring and uplifting to the point where nearly half a million copies of the Drawdown book have been sold and circulated worldwide. And it's a New York Times bestseller, which is phenomenal. But there was still the question of, okay, but like, what can I do? Where can I come in? Where do I fit in? And...