 Obviously the book has lots of examples of setting the power frame and challenging people and you know some would deem even like uncomfortably crazy like eating someone's sandwich grabbing an apple from someone who's in the middle of enjoying it so obviously there's this this plethora of frames or plethora of power frame that we could work with but you know this in its nature in dealmaking is a little adversarial yeah so I mean I so one of my key topics is conflict all right and so I am constantly creating and solving conflict because you can't have any good you can't have a 30-second commercial that's good you can't have a three-minute video you can't have a movie you can't have a TV show without generating conflict so it can be resolved so I'll tie this back into humans as well the whenever you hear about human conflict or you see people fighting or arguing or say it draws our attention immediately so if you hear two people are outside in the office you know fighting you I don't care what you're doing you're doing you're in a million dollar Bitcoin trade you're like ah you know you gotta run outside and see what this fight is about right the the best shows generate conflict that then needs to be resolved so humans are attracted to conflict and pay attention to it because it is a simulation for arguments and life situations that we want to learn about how people resolve conflict without having to be in it right because it was in the past again 200,000 years ago it was extremely dangerous to be in any kind of conflict with any other human right because the way we resolved conflict is by killing each other 25% of the entire male male population as I said was wiped off the face of the earth every single year that time so anytime you saw conflict you immediately rush to and see how those people resolved it as a sort of simulation engine so you would know when you got into a similar kind of conflict how you could get out of it so conflict attracts us immediately and creates attention so when I see people come in and pitch deals as young people old people medium people the the thing that's missing is tension it's right the deal is sweet saccharine sticky everything's beautiful it's nirvana nothing is gonna go bad it's a perfect product for the perfect market for the perfect people with the perfectly terrible non-existent competition at the perfect price point with huge margins and it's all idealistic right and so that's sweet and then when you there's no tension and so if you think about any joke any story that you have has has three steps to it right it's got set up path to pay off and pay off whenever you look at a path to pay off and a joke in a movie in a TV show that is about creating tension right so payoff or satisfaction is about resolving tension any deal that you propose any relationship that you start to enter has got to have some tension so it can be resolved for satisfaction that is why you know if you're watching a movie and a guy goes up to the bar and he says to you know says to a woman hey can I buy you a drink oh that's a beautiful dress you know what are you doing in town and and the woman responds oh hi my name is Susan nice to meet you anybody who's ever been in a bar goes that doesn't happen right except a bread pitter whatever maybe not even a bread like that's not how it works right so so if there's nothing no conflict no tension nothing to resolve then humans don't have anything to do in a relationship and in a deal in a relationship there has to be some tension some conflict now you know that can be take can't be taken as aggressive or mean or you know deprecating or or cruel but it gives something to discuss right so so whenever you see a relationship that hasn't worked out ask yourself you know was there a setup sure was there conflict and then was the conflict resolved and I bet the conflict was missing