Here's what you should do.

Well, we know with innovation that it's not something you can backwards engineer just because you read Blue Ocean Strategy and read 100 case studies of innovative companies and say, oh, Cirque du Soleil founded a new customer segment by reinventing the circus and repurposing it for people who could spend more money.

You know, I mean, when they did that and they gave us the strategy canvas and all these tools, I played around with them, but it's still...

You know, to come up with something innovative, you have to be really, really lucky.

You have to be lucky with the timing.

You have to be lucky with the technology.

You have to be, you know, ahead of the S-curve or right there at the very front.

You've touched on them all so far, but, you know, each one of them, business strategy, value innovation, big existing concept, but you kind of park it in the sort of in a central area, validated user research and killer UX design.