 What is the outcome we're looking for and how close are we to achieving that outcome? Forget what the playbook was for a second. Are we getting closer or not? And being able to measure that. And I think that's incredibly important. You know, you know, I think that's how entrepreneurs get measured. You know, when they go to board meetings and by their VCs, it's basically on outcomes. And it's that same mindset I think we need in the agencies as well.