How do you guys get around that with your technology, with AceMap?

Well, we clearly start with trying to understand all the possible problems.

So, you know, there was a methodology called jobs, outcomes, and constraints.

So the whole idea here is that gather all those anecdotal issues that the engineers think are an issue and you kind of bring in to pull that in so we might do some workshops internally with the engineers trying to understand better what are all the challenges they feel their customers face and then we go out to the customers and we begin to observe them we begin to observe what is their journey what jobs are they trying to do what outcomes are they seeking and what constraints do they face with the existing solutions are they in a situation where certain things are not working for them.

Why is it not working? Do they have a workaround? And with all of that sort of qualitative understanding, we begin to take that and transition it into a more definitive description of a benefit that might come up from solving that challenge or that problem of being able to address that job that person's got to do that they cannot do with the existing solutions that they have.

That kind of collective, at that point we begin to generate a good solid list of sometimes even as many as 50 or 75 various needs and benefit statements, which we can then go out and take a larger sample, a larger group of customers, could be as many, as little as 20 or 25, And depending on markets where we can get, like let's say if you're dealing with a medical device, you might be able to get lab technicians in the hundreds.

Or if it happens to be a pharmaceutical new medication, you could get physicians in the hundreds.

Well, tell me a little bit about where you see your industry going over the next 5 to 10 years.