That's what allows you to find the areas to play.

Yeah, absolutely.

I mean, another example of that, this is from IDEO, but I was doing a decision meeting, which we would say like a mid-phase meeting where we've identified a bunch of opportunity areas based on our interviews with consumers, users, people, all that kind of stuff.

And then we usually say, great, here are five, well, I don't know, here are three to five opportunity areas that we think would be interesting for you as a company to explore.

Let's choose which ones we're going to focus on for the second half of this project.

It often, though, what ends up happening is the second you give execs a decision point, they're falling back into the exact same ways that they make decisions, which for a company like IDEO, which they hired to think in a different way, it's just counterintuitive.

It's not helpful, right? It's like they're making the same decisions they would have made before IDEO, but now with IDEO's money.

Yeah, yeah.