 The authenticity is so important and in the aftermath of George Floyd after his murder, so many different brands tried to respond in ways that were either effective or not very effective. When they were effective the authenticity truly came through when they were not the public let them know their staff let them know. And so the authenticity is really important and I was you know I think that authenticity is very closely related to empathy that when you can respond in a way that is empathetic to not only the situation but to employees to your key stakeholders. It and you're and you're doing that on an ongoing basis anyway you're listening with an empathetic ear to your different stakeholders. It allows you to be authentic in the way that you communicate in the midst of a crisis.