 to raise ideas to raise good things but to celebrate failures but to do so in a manner that where we garner the learnings where we do it fast and quickly because you know uh doing something for 18 or 24 months uh 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 learns and creating a process where you can get something in market or you can test something within 90 days