So talk to us about that and why is time not just price, convenience or even attention the deeper unit of value leaders need to understand?

Well, the reason there is because the most precious resource on the planet is the time of individual human beings, and that progression actually starts with the one below it.

I put red lines above it, which is time wasted.

When you waste your customer's time, you are wasting a precious resource.

And think about in your own life, you don't like it in yourself when you're sitting in a phone tree and can't figure out how to get somebody that's really gonna help you, or in a long line queue at the, at the, at the grocery store or wherever it might be because they didn't bring enough people in, uh, to be able to service you.

We all hate wasting our time, and I mean, we do have this, uh, wonderful invention called the smartphone that allows us to, you know, to, to turn that into maybe time well spent or at least, uh, used as well.

But the fundamental point is, is that you are wasting people's time.

Why should leaders care about the type and the scale of the aspiration before they design the offering? 'Cause I would argue that people just go right into designing that offering.

To me, that was every business should be think- they should be looking up and saying, "If I'm in commodities, how can I manufacture? If I'm in manufacturing, how can I be in service? If I'm in service, should I be in experience?" And then obviously if you're in experience, the nirvana is transformation.

Right.

E- exactly.

Exactly.

You know, commoditization is like the law of gravity.

It, it, if you do nothing, it drags you down year after year.And so you need to innovate.

I mean, there's many approaches you can take.

Thinking about the outcome of your whatever it is, service, good, whatever it is, is such an important, important mindset sh- How far are we from that shift? Like, we, that is so key to how we might operate, but it feels like we're far.