Mm-hmm.

And was, uh, I could see in it, like, some of the principles that I had seen in other industries, in retail, in consulting, in hospitality, and so on, uh, where companies are able to create a structure, um, that is not rigid and that helps companies really, uh, operate at scale with a lot of agility and, and creativity.

And so that was what brought me into the case.

But I should say also that our co-authors are here, uh, Stacey Strauburg, uh, Sam Grad, and, uh, and of course Jeffrey.

And all of us come with a story to this case.

I thought it was like a dream team because everybody's, is really interested in these same, um, topics of creativity and, and, uh, uh-

Mm-hmm.

And what we learned is that our performance program students have four times the LTV than our lessons only student.