Theory of basic human values

And that learning has then, as you've built that level of understanding, wanting to share that wisdom with others, but also test it out in the real world with connecting it to the consumer.

Yeah, I mean, interestingly, I was reading a piece of research yesterday, Schwartz's Theory of Basic Values.

And when you read it, you're like, I feel this.

But now I'm reading something that actually articulates and explains it.