 of what you're trying to solve, the problem that you're trying to solve, do that research, and then design the system around the users that are going to access that system. In the past, it was a lift and shift. And how many, I'm sure you've heard of many over the years, how many digital transformations failed? They didn't really understand what the problem was, or they didn't understand how the users were going to access that system efficiently, in fact, effectively.