 Electricity, a big idea that's inspired countless new ones. Yuck. No need to hear that. Makes my ears cringe. Of course, after the ads, the story picks up with the second flag. And I won't walk you through all that because they continue following the structure. And by now, I'm sure you've absorbed Ira's point that the shape of a compelling story can also serve as the shape for a compelling interview during a talk show or a two-way like the one Michael and Jodi had.