 What I'm giving you really here is a third eye. We tend to look at the world, we tend to look at human behaviour through what I call the dodgy pair of binoculars. The conscious brain has this delusion that it's in control of everything. We don't generally know why we did the things we did. It's a mixture of, you know, good evolutionary psychology married to a little bit of economics. But by coming at things from a creative and unexpected and counterintuitive angle. So you can create your own butterfly effects. These are the kind of ideas where, once you've had them, you go, shit. Why didn't I think of that before? Why is no one else thought of that?