So when a customer stops using a service, what approach can help brands thoughtfully win them back and reestablish that trust?

Yeah.

So it's a great follow-up because it goes back to truly understanding the behavior in the moment and weaning into the data that you have available to you or go seek help through incremental work.

So at the end of the day, you absolutely have to know what are those drivers of defections.

That what truly is the pain point that really was the tipping point to cause somebody to cancel, like in our case, you know, subscription visit.

You have to know what you're trying to solve for.

And so continuously learning from active customers, continuously learning from defectors, continuously learning from prospects on really kind of those true barriers that ultimately could drive cancellation or prevention from coming in.

So what's an insight you've gathered in your career that was an aha moment to how to do your job?