22:15So this is, I think what you're referring to is a cultural anthropological tool, um, that we talk about from, um, uh, from... it's called Hofstede's Power Distance Index, PDI.
22:27[laughs] And, um, Hofstede, uh, it, it actually comes from the business world.
22:32So kind of after the, I think it's after the Second World War, um, that they s- people start realizing, you know, there, there's a lot of business going on between, say, the USA and Japan and-
22:47When I say that, you read that completely differently to how I meant that, and you thought that was disrespectful, and I thought I was being respectful." And so they start working out, hang on, we just, there's some cultural stuff that we need to do here.
22:58We need to do some work on this.
22:59So Hofstede develops that, um, and then it's sort of been helpful in the, in the missions world as well.