People to lead non-financial people to understand what this reaction tax is and how it's showing up.

I think some of the things you talked about before I really love, which is one, expressing the why.

First of all, in plain English, which is why I think that learning and development inside an organization is so key.

And also making it visible and having your dashboard out front, even though it is metrics related, it gets people bought in, kind of gamifies it a little bit.

And ultimately trying to express to them that we need to be in business and we need to reduce our reaction tech.

Because from my conversations, I've talked to thousands of CEOs, CFOs around, it's about 10% of your revenue.

So it is a large number that a company pays for.

Like any secrets to