 how can I help rather than something like, you know, what problems do you have? And notice the subtle shift in a pronoun there, the difference between an I versus a you. We do this all the time. I'm terrible at this, but use can feel quite accusatory even when we don't mean them that way. So, you know, in our personal lives, as someone said, did you walk the dog? Did you file this report? Did you make dinner? You might say, well, what do you mean did I walk the dog? It's not my job to walk the dog. The person that they're really asking is, did the dog get a walk? I wanna know if the dog got a walk because if it did not go, give it a walk. But it can feel quite accusatory. It can feel like they're sort of singling us out. And so we need to be really careful about the way we use the word you. And I call them accusatory use because even without it intending to use can suggest blame or responsibility. And in a way we may not mean a few years ago, I did a big study with a large consumer electronics firm where I analyzed all their help pages. So think about if your laptop breaks, you have an issue with your phone, you're trying to sync it with something else. You go to these help pages to get help. And sometimes people say this page was helpful and sometimes it wasn't helpful. And so I looked at the language on the page and how it linked to whether people found it to be helpful or not. And I found that the more a page used the word you, a second person pronoun like the word you, the less helpful people found it. And when I dug a little deeper, I found it was these sort of you suggesting work or blame. If your phone isn't working, you need to reboot the phone and you need to do X, Y, Z. And it feels like, well, wait, why do I have to do all that work? It's your phone that broke, it's not my phone, it's the company's phone, it's not my fault. And so being really careful about how we throw around I versus you, you can be helpful, but it can also be detrimental and make people feel singled out. To me, use can act a little bit like a stop sign. If you're scrolling through social media or looking through email or you have a bunch of different pieces of content that you're looking at, it's really easy to move from one to the next without paying attention, without opening, without looking. If something says you, it feels like they're speaking to you directly, right? You have the opportunity to do this. You might want to think about X, Y, Z. Now it feels like they're not just talking, they're talking to me in particular. And because they're talking to me in particular, I'm much more likely to listen.