So what's your take on this?

So I think it's really interesting.

So I mean, I'm an engineer by training, but now I've kind of gone into this semi-quasi kind of commercial base of where I am today.

And it all comes down to, if you think about the psychology of a buyer, you need to understand, what is the situation? Try to put yourself in the shoes of that buyer and then figure out how are they trying to make decisions? So let's think about it from, you know, the easiest example for everybody here quickly, and then we'll move into the healthcare space is say you're at a grocery store and, and you, you're like, you really want to buy something that's more sustainable.

So you're looking at all the shampoos example, everybody's buying shampoo and there's, you know, there's a hundred different options.

And this one, oh, this one has, free of all this stuff.

Oh, this one has 30% more concentrated.

So how do those two relate to each other? If you're working in medtech and are struggling to make your devices more sustainable, then there's a link in the description for you.