Hmm.

Tell us about the AMCC.

So the AMCC, I know you spoke to, I listened to your conversation with TJ Power about this as well.

It's a part of our brain in the kind of the prefrontal lobe that's responsible for our willpower, our tenacity.

Essentially, it's almost like a muscle for motivation.

And for years and years and years, we've been saying the same thing that the likes of David Goggins and Huberman, all these kind of personal development gurus say, get outside your comfort zone, do hard things.

And we've understood the benefit of that.

It's looking for where the fear is, what the edge of your comfort level is, and going there for growth rather than settling.