 Question number one is, is it wrong to use assumption based improvements and test them in a pilot environment? This is a question we got from Damian, a true fan Damian Daniel. First of all, what is the context of this question? I think the context here, it's a usual debate about how much assumption and how much true customer research do we actually need. Is it okay to just make assumptions early on in the project and then we come up with solutions and then we test those in pilots? So, I think that's kind of the background and I think that the answer to this as usually in the things that we answer here, Mark, there's not an easy yes or no to those questions. I mean, to use assumptions early on in the project, it could be very useful because there it's important to get everyone on the train about customer journey mapping. So then it's maybe better to not fight for resources to make true customer research. So then it's better to start working with assumptions and involve a lot of internal stakeholders because what will happen later on is that people will, clever people will say, Is this assumption based or is this a true customer story? And then you have a lot of people fighting for real customer insights instead of wishful thinking assumptions. And that's a much clever way to go. That's one answer to this. Yeah, so I've been using this analogy a lot of times and people have heard me talking notice one, but I usually compare this to the business model canvas. Usually people just go in a workshop, start filling it in and by filling it in, they start to understand where the gaps are and where the knowledge gaps are and what they need to do instead of first researching and then filling in the business model canvas. I think that's a good way to go. The challenge would be how do we prevent people from not taking the assumption based map as the truth because I think that tends to happen a lot. Yeah, that tends to happen a lot. And I think that the important thing there is to relate to a few questions. And that is, I think the most powerful question here to ask people in the team and maybe people responsible for the resources is, are we sure that we are solving the right problem? If we do assumptions early in the project, and then we create things and do tests of those pilot test solutions, maybe we are just testing together with the customer solutions on the wrong problem. So I think the big challenge here is the question we have to ask people to get people, stakeholders to be willing to do through customer research is, are we really solving the right problem? We have to first, together with the customer understand the problem, and then together with the customer we could create the solution. If we don't create the problem, it's like traditional digital A and B testing. I mean, everybody's familiar with A and B testing. Usually what it ends up is that we have two bad solutions, A and B. And the A and B testing I show you also that A is a little less bad than B. Let's go with A then. So that's why it's so important to make sure that we are solving the right problem. A general design tip, I'd say. Yeah. And when you are already, when you already have solutions, you have kind of closed your ear for that kind of listening that broader the perspective. Exactly. And I mean, for me, I mean, I've been doing so many projects and today I work with Castelance in my daily, daily. And I see so many things that we are developing in Castelance where we, if we listen to the customers will and not understand the problem, we would go wrong in a few months. It would be unusual, useful too.