 Why is it so hard to find anything on our website? It's hard to find things on your website because there's a natural tendency for the organization of your website to match and reflect the organizational structure of the place that you work. And the reason that is is that different departments have different focuses, different kind of content they're producing. There are discussions about the prominence and the organization of where that content is published on the website and those naturally reflect the organizational boundaries within your organization. The challenge is that for people who want to consume that content, they don't understand or really even care about your organizational structure. They come looking for regions or topics or other sorts of things that help them identify the right information they're looking for. And so as an organization you have to fight this center of gravity or this tendency to for things to kind of naturally sort of coalesce around your organizational structure and really focus on the mental model that you hope your audiences are coming with to consume your content and solve their own problems.