And I'm just really curious to hear from you, like, what is it about myth and this kind of ancient way of knowing that helps us in what we're talking about, which is recalibrating appetite, and desire, and satiety, coming into connection to intuition without being like, "What is wrong with me? Why do I keep doing this?" Like, what is it about myth that helps us with that?

Yeah, I guess we probably have to start with the acknowledgement that myth was, I don't know, maybe is diminished as a form, as a, as a sort of way of understanding the world, as we can see by our language that we have, like the myth of something, um, essentially says that it's false.

So we've e- we've equated in the, in the collective an idea that myth and falsehood go together, but that's just a myth.

And I think that means in the, in the sort of collective it means that it's not factual and not truthful.

Um, and I guess that's the sticky territory of myth, in that it is, you know, it's, I've heard it said that it's a lie that reveals the truth.

That's really difficult for the modern mind that is so, uh, hell bent on the scientific, and hell bent on, like, let's just get to the bottom of things.

What's true and not true, just tell me.

... through the process that she's going through at this point.

What's

blocked? Yeah.

Ambition is fantastic.

Opportunities to demonstrate how efficiency can lead to greater margins for businesses are all superb.

But as Emma said, it's not shifting the dial.

And yeah, it's well known from several studies now that the most effective way to deliver policy, I think from a study of 2000 policy initiatives globally, is mandates.

That is what will deliver the certainty, the clarity that business needs.

It's very significant at