You talked about your background in going to theme park design school and bringing some of those things that place matters, experience matters, and we learn better and internalize things when we're experiencing it rather than just informationing it, if I could coin that term.

Yeah, it's true.

I like to say with really any experience design, but also with catalysts that it's both content and context.

And I think in the water space, a lot of times in what we do within communications is we focus a lot on the content, right? We want to have all the facts and the figures and that's all important.

But we all know that you can you can sit at any conference, you can sit in a room and see all of the facts and figures and a wonderfully put together presentation.

And if it's too cold, if it's too hot, if the room is boring, you it affects you.

It affects the way you learn.

creative side of it greg