And so how do you get the people piece of it right to be able to differentiate for the long run?

Yeah, like we think about it as different roles and I think it's always evolving.

And so I don't think we know the perfect answer here, but we break down the company into build versus deliver.

And so you can think of deliver as forward deploy talent and build as building the systems that then power everything else and our ability to deliver and help companies deliver.

achieve the outcomes they care about.

Right.

Um, and then on the, the liver side, like the, the way to kind of think about it is you have process architects.

enter AEO and then you are stuck with, okay, I'm visible now, but what do I do with that? How is that actionable? Right? So if you follow that train of thought, I mean, what do you think about the AEO scene set up today and where do you think it should go?