 Essentially, design thinking is sold as this all-in-one, really nicely packaged innovation process. And of course, you know, I'm someone who runs a company that sells workshops and sells like innovation processes, and it's great for us to be able to package this thing up and say, if you do this training, you will be more innovative. But the truth is just teaching a team how to do design thinking is kind of like teaching somebody how to cook one dish, but not teach them how to cook. That's basically the way I think about it. But design thinking is essentially just teaching you one part of the innovation process and one very specific thing that is useful to know when it comes to being creative, when it comes to being innovative, but not knowing the underlying principles of all of that kind of make it difficult to internalize.