How's that question? That's pretty large.

Yes.

I would separate the ownership.

So obviously under a circular economy umbrella and business models, we're looking at a lot of instances around product service systems, which for certain product categories that works.

For certain product categories that doesn't work.

But ownership, so we can talk about the materials that are owned, the IP that is owned, as you say, the actual ownership of the physical good or service.

the infrastructure that's around that and then also the data I think increasingly a lot of institutions think data is the new gold the new ability to start reporting etc and I'm not so sure if that's That's not the way we should do it.

On the soft end of this, and this is for the listener... more cultural more emotional more passion-based where do you see that taking in terms of what the actually back to the levers and dials of like what you need from like a people perspective like who needs to be on the team to find the most success in those projects