All right, so the 13 steps to evil how to craft a super bad villain. So, what what I loved about when I started reading your book is the humor and the little side bars and the things that make a book interesting and unexpected. Our brains desire to an area that's familiar, but it has to be a little bit unique or different and that's what you're writing does. Why do you write that way? And where did you like get the moxie to just start to own it? So, I think this is a really interesting question. And um there, I mean there's a real difference between author voice and character voice and those in non fiction in particular. So for your audience, I assume they will mostly be writing business or marketing or mindset, you know, industry specific books. They will be writing without all the voice. And for me, I wanted to be me, but like on steroids. So that is basically what I do. I try to condense the most me elements of me onto the page. Now. The interesting thing is a lot of people who know me in real life or who listen to my podcast or who watch webinars I do or whatever, say they actually hear me speaking when they're reading it Now. The way that I do that is by, as I've mentioned, I think about the things that are most me, so I my whole brand, my whole e theses, the whole thing that I put out into the world is based on three values or three principles. So they are in no particular order either being motivational, being knowledgeable and being a little bit rebellious and I allow those three things to influence me and what I write, write down at the sentence level. So for example, instead of writing um say the definition of R. O. I. As well, it's the return on your business investment that you have put in with the money that you have spent in blah, blah, blah, blah, blah. I'd be allowing that rebellious, you know, motivational, knowledgeable self to affect and influence the word choices that I'm making. So yes, I would still have the core definition of what our oi is and what it means. But I think might be a bit sarcastic, I might throw in a am I allowed to say naughty words on this podcast or is this the clean podcast? Yes, you can say naughty words. My mom's heard them before and she, she one of my biggest listeners. So go for it. Okay, so I might throw in a dick joke or I might throw in a swear word or you know, I might explain it in a cheeky way because the thing is so many nonfiction books are super dry and if you want people to learn and to truly solve the problem that you're trying to solve with your nonfiction book being dry is not the way to do it boring, it's boring. Exactly. So I try to, I I I try to throw in humor and it might be a tangent, it might be a whimsical story. Um it might be a made up swear word. I am known for making up swear words, okay, like fudge, banging colly wobble. It's completely nonsensical word, but fuck it. I threw it into my book, you know, So yeah, like I I know my values, I know my three principles and I always try to put those at the sentence level of my marketing copy, my my books, my workbooks, whatever it is I'm doing, I try to always have and you can't always do it. You know, some people have five principles or two principles and sometimes you can only have one or two of them. But for the most part I try to always have all three. And if I embody those, even down at the sentence level, then you become the most you on the page.