 briefly where it came from and what you think the core messages are. And then we'll get into how Wills is using it in his executive coaching. Yeah, thanks, Cam. So this is actually my second book. When I was writing my first book, The Hot Sauce Principle, How to Live a Lead in a World Where Everything's Urgent All the Time, I was knee-deep in kind of author, editor speak. And so I was working with a client. So 50% of my time is spent as an executive coach.