But also, David's gonna share now the assumptions map and take us through this, and maybe we'll use it as a segue then to, to deep dive more into the DuPont case.

Yeah.

Assumptions mapping, it has a long history, so I, I honestly, it's hard to point the single source of truth with some of this stuff with user-centered design and design thinking and even lean startup to an extent.

So I could tell you just from my personal experience, though, I was at a large travel company in San Francisco, had them thrilled about experimentation, had running experiments all over the place, and then I had the VP of product pull me aside and say, like, "Why are they still testing this? Why are they testing this? [laughs] Why are they testing this?" And sometimes I didn't have a great answer.

It was really embarrassing.

And I realized, you know, getting people excited about experiments is not the only way to make this work.

There has to be a, a link back to risk, to tying back to something executive team is worried about.

So maybe you'll tell us about what you did with Precoil, what did you do with the team, and how you helped them through the lenses of those four things that I mentioned.

So what are the common pitfalls that entrepreneurs face typically when they test their business ideas and how can they avoid them?

Yeah, there's something endearing about entrepreneurs where it's almost like they have this reality distortion field or something around them where it's no one can tell me that this is a bad idea and I'm going to prove you wrong.

And, you know, that it has been the case throughout history to an extent.

Right.

Some of the really successful businesses we've seen over the last 10, 20 years.

People initially said they were crazy and, you know, that's a bad idea.

And then, you know, eventually they were end up being successful.

And I think it's a very important question because when you think about strong intellectual property backed companies, one of the biggest problems or challenges you can have is how do you talk about your business, your idea without disclosing your intellectual property? And so David, my question for you is what advice can you give entrepreneurs who are building companies around strong intellectual property when it comes to testing and not inadvertently or accidentally disclosing your IP?