So is that data-driven? What's the confidence? Or you know because you've been through this so many times? How do you get to where you've got that confidence?

Yeah, it's a combination of a bunch of different methods.

One of them is doing internal interviews and talking to a bunch of people that work across the organization and understanding their perspective and, like you said, understanding what's happened in the past.

And then we'll also do both qualitative and quantitative research, really focused on people and human perspectives.

So say we are trying to design a new interface or design a new AI product, then we're not just going to start in the backs of our minds and say, what do we think would solve this problem? We will explore what's happening across the industry, read sci-fi books, watch movies, explore edge cases of how people are trying to accomplish a specific task now that the business is orienting towards.

and map that all into the context of the business.

So these conversations that we have and then use that to kind of create different visions and take people through an iterative process.

So the founders came to you