And so I

pick on that one all the time.

It's like, no, I'm getting a new bank account or I'm opening, that's the kind of language that they use.

Or they're thinking, I'm going to buy a home or I need to get a mortgage or whatever.

And so several years ago, TD on the Canadian banking side moved towards a journey-based model.

So with our product and delivery teams organizing around the way clients experience the key moments with us.

And so we worked with Ipsos actually to do really deep research to create a common taxonomy.

and the canadian banking market is unique but the human needs that we're talking about here i'm sure that all of our listeners no matter where they are in the world um can really think about how you know their teenagers feeling now or how they're feeling right now about renting or buying a home for example So if you were sitting down with a retail banking executive in Europe or AIPAC, for example, and they're trying to solve those same challenges as you are in terms of satisfaction, retention, building that emotional connection, where do they start, Andrea and Maria?