So like what, how would you break down the pillars? Like obviously I think you said like scare, you know, u-unsure, scared of a technology is one, but what are others? Like, is it, you know, training the tools not designed for the use case that I want? Like what are some of those other things that would fall into that that you've seen from like research that you've done with clients?

Again, being anthropologists, we like to take a foundational view of the behaviors, norms, values, language, narratives, um, that are circulating in a company around GenAI.

So c- metaphors, right? Metaphors are a good one.

So one that I've heard often that s- just kinda drives me crazy, G-GenAI is a GPS.

GPS, okay, right? It's just, you know, it's an assistive tool.

It kinda tells you where to go.

That metaphor instantly, for many people, puts them in an outsourcing and de-skilling mindset of, "Oh my goodness, okay." So, you know, we can all remember the time when, I mean, or some of us, maybe Logan, you and I can remember where we used to be able to figure out how to get, you know, to the store on our own, and now we just rely on the GPS.

What are, say, three of the biggest problems that you're hearing in, like, that kind of initial kind of kickoff meeting? And then what are three things that they could do upfront and save themselves a bunch of time and effort, uh, that will make them be more successful on their AI journey?