That's a mouthful.

frame and the closing frame to our conversations with people.

Obviously we have to talk about that.

We have to explain how something works, but if it's just like, it's, it's, it's, it's not exciting.

It's not powerful and it's not repeatable, you know? And so I think like trying as much as possible in our internal community and obviously like, you know, even the most, internal the internal where you're working out the specifics and you're working out the intricacies like obviously there's going to be more flexibility there but as much as possible sticking the frame top and end and any kind of details go in the middle so people really start to internalize um the way we want to put this out in the world became really important uh and i think You know, like I like again, like when I said like one of our co-chairs of the campaign, who's a rent stabilized tenants in the Bronx, like at our first strategy session, this was like, you know, up top in the first meeting where we're like, OK, this is like what we're going to do.

We're going to freeze rent because tenants are the majority.

And she was just like she immediately she was like, oh, that's when I believe we would win.

For organizations that want to sort of make this conversion in how they approach these things, if I run an advocacy organization and I want to create that kind of surround sound that you're describing, how do I actually build it? Where do I start?