Am I characterizing this the right way? And I'm sure you can bring some nuances to that.

Sure, absolutely.

And nuance is one of my favorite words.

In fact, I probably should have mentioned the name of the book just for anybody who's not familiar is Unfair Comparisons, Nuancing the Sold Not Bought Category, which is the sequel to Flirting with the Uninterested, Innovating in the Sold Not Bought Cafe to Go.

And it's the look back.

The new book is the look back on the last 10 years and very much looking at why many of the innovation, tech developments, the things that the industry has really tried to do to modernize itself have not met expectations and really does come down to nuance, to your point, Bruno.

And empathy is a big part of that and it filters through a lot of different threads.

But just to kind of tease this out a bit for our listeners, what do you think are some of the key nuances and key solutions?