How early?

Like, very early, like on ma- master plan phase.

So maybe part of the master plan or ma- or, or you do like a cultural ma- master plan.

Already by then, you kind of start to build a culture.

And how do you build a culture? That is very specific about a place like what is the unique identity? That's the history about a place like what's the history in a, in a certain place, and that's the people that's gonna, uh, use it, live it, live there, work there, uh, visit it as a tourist.

And then some people say, "But what if it's a greenfield project?" Then we say, "Okay, then let, let's look at some of the other projects around the world that we would like to be inspired by, and let's talk to those people.

How did they connect with this place? Maybe look at the history.

What is the main takeaway from the report, and what's the next step for you?