I you know, people say we're in the attention economy, but I disagree. We're in the focus economy, meaning that you can I can drop a book on the floor and everybody will stop talking and look. But then they go right back to what they were doing, and I got their attention, but I lost it just as fast as I got it. But it's important that you learn to take the opportunity to get their focus. And we're yet we're competing against highly weaponized platforms that are designed to grab our attention and then pull our focus in for hours and we look up and go, Oh, my gosh, I've been on instagram for an hour and a half, but yet as leaders, that's what we're competing against as parents, as business owners. And so by taking the concepts in your book, the concepts that you teach about at Columbia University and N. Y. U. It's important to put this in here because that's what you're up against. Yeah, I talk about why visuals what people say, Why visuals, whether it's about visuals that make it so impactful and without getting into all the neuroscience of the brain um, I used to be words, attention, comprehension and retention, right? So when you use a visual image or visual language, right, we paint pictures with words as well, right where people can create an image in their mind's eye. When you use a visual image of visual language, it gets people's attention and gets them to focus. Just like you're saying right. It's like it's not just the attention, but the focus on that thing comprehension. And it increases understanding, because when you're looking at something, it's like if I explain how to get to my apartment in Manhattan from JFK Airport, I could describe it to verbally. But isn't it better if I just send you a map and you look at and say, Oh, now I see where your apartment is relative to the airport? I have to go. You know this direction and this direction, right? So it's attention as first comprehension. Second and retention is third. When we see a visual image, it's it's stuck in our minds eye. And whether I was as well as preparing for our talk today, I was thinking about I know you're in Amarillo, right? That's really located so I was flashing back, and the other day I was listening to Bruce Springsteen mix on Spotify and the song Cadillac Ranch came on. And, uh, are you not far from there? I'm guessing. Exactly. So when I I lived in L. A for 10 years, grew up in New York, lived in L. A. For 10 years when I worked in the entertainment industry for Disney and CBS number of other countries. But when I moved back to New York, my brother flew out from New York to L. A. We jumped in my car and we drove across country. So we took Route 66 stopped up when all little small towns along Route 66 1 of our stops was a Cadillac ranch, right? So every time I hear the Bruce Springsteen song, what do I think of it? Comes rushing back those cars, those colorful cars with the spray paint headfirst in the ground, and my brother and I spray painted our names on them and took pictures. So that one song but Bruce Springsteen, who is from New Jersey, by the way, right near me in New York. But that song Cadillac Ranch It takes me back to another place and time in my head, where I'm almost watching a video in my head, a mental home movie of being at the Cadillac ranch and what that was like, what it looked like, what it felt like. And that's the power of visual thinking, right? We hear something auditory Aly, as in a song, but it takes us back to a visual memory in our mind. So that's just one example of the power, and it connects us because again, the New York ambarella connection, right?