how

it thinks about its communications.

To go a little bit back to the origin of the steel case, I mean, our first projects for steel case were smaller ones, like exploring what's the definition of a private office.

So you just look at, you know, value systems, behaviors within that particular context.

We then also did projects around just things like power delivery in, you know, interior spaces or offices because you're looking at quite complex product ecosystems that are between architecture and product, right? So if you innovate, in that space you're kind of looking to think about well where does the product stop and the architecture begin at what point of the business cycle you know can you get into that particular market right um it depends on your client right the steel case is not a construction company so we end up being there at the point of architectural installation and beyond um And then leading to finally we did a really big project, the Steelcase in India.

It was actually my own experience.

I've worked with the National Institute of Design in Ahmedabad in India over the last 20 years.

Yeah.