How can you help people go through, fulfill on those levels?

Yeah, absolutely.

So we have we have various roles on my team to actually hone in on this at the internal level first, and then move it to the CX level, the client experience, and then the AX, the attendee experience.

So I just created a role while I don't know, a little over a year ago, director of experience.

And then we have our creative team and then our marketing team that kind of combine in this.

And they sit around and dream things up.

And it's amazing.

So how do you help the attendee feel that they can still be surprised and delighted, but not shocked and awed? Yeah.