Mm.

So with one client we looked at re-appropriating nomenclature that was familiar in a different context, actually in a non-pharma context.

And thinking about the way that their technology worked, it looked very akin to another type of technology that was operating in a s- in a different sector, but in our case working through a biologic, biological system rather than a digital system.

And so we coined the term to mi- mirror that in the non-pharma world, and built the series of assumptions about why this term was appropriate.

And in doing this, when people saw that term, half of it was very familiar because they knew it from the other sector, but it was also very intriguing because it's like, "Oh, how does this apply to pharma? This is a new way of using this term." And I think that really helped people in that space understand this technology and how it could deliver something different.

And I think this idea of giving some peop- giving people things familiar to, to relate to based on that scientific mechanism is also my two other examples.

One is to take maybe a class of current medicines that is, you know, you know, well known by the audience, whether it be investors or physicians, and show how even by changing the, slightly the name of the class, what the new product brings or the new molecule brings is a complete revolution of the, of that class.

[clears throat]