 How do I make digital transformation urgent when nothing's broken? Nothing is broken, so no one is moving. How do I go about breaking that inertia of the status quo? Another great question. I would say I think the status quo is the curse of every organization. When you are comfortable, you should actually be really nervous. You know, I don't know too many people who woke up today and said, when I go to work, I want to be the exact same as yesterday. I think everyone is trying to push to be a little better, especially in the mission-driven space, right? We've got things we're really trying to accomplish and change in the world. And the status quo is going to get you left behind really quickly. The outside world and the other industries are changing so quickly. The way that consumers are taking information in, all the ability they have around them and how inundated they are, really means you've got to start adapting your patterns too. You know, your one-off blast message out to everybody isn't going to work anymore. People are really expecting tailored experiences. And the technology that's available to make those experiences more tailored is available and a lot more affordable. So I'd say, you know, you got to think about where you are today, but someone has to plan that vision. You know, what's the future state? Why do we want to get there? Not just how do we get there. I think it's up to the executives to make sure the entire organization understands why this needs to happen and why we need to get there. You know, put the belief out there and then let your team fill in and make the motion to get there rather than, you know, say, this is exactly how it will happen because it will never happen exactly how you think it's going to happen.