But we're talking a lot about human understanding at Rebellion, right? So what I really want to understand is how do you approach that? How do you understand how humans think, how they operate and kind of how they evolve in the world, I guess is probably the best way to put it.

Sure.

So, yeah, it's a little, it's not something we often think about.

It's something we often just do.

But our decision making is in these, you guys have all heard me talk about this.

It's outside of our awareness, the way the brain is sort of architected.

it's a split brain, so our consciousness is separated from our computation, if you will.

I think what I really want to understand is how does that apply to modern day campaign management? How have you been able to take your understanding and the things that you've researched and give us a little bit of your background in regards to campaigns and how that's come to life in that kind of political space?