And so when you look at this and you try to take things from academia to industry, where do you see an easy fit for your message in the halls of executives and in boardrooms?

Yeah.

So first of all, you have to understand the other side.

And change happens for three reasons.

They have to.

There's a burning platform, sense of urgency.

And if this exists, I need to move.

These are things that we can usually couch in traditional modeling techniques and tools that we've used for 50, 60 years, right? The question is, how do you use process as a mechanism of capturing and communicating opportunity? Because that's very interesting to me.