 That just because something is basic, it doesn't mean it's easy. People often use those words as if they're synonyms, but they're not interchangeable. They mean very different things. And that's really become the foundation of everything I teach and preach on stage or on page is we have to work on mastering the basics and the fundamentals that that's the foundation to which the rest of the house is built. And that's really what I do with the businesses I work with is get them to clarify the basics and the fundamentals, work relentlessly on those towards mastery during the unseen hours. That's how you'll, you'll increase everything that a business wants to increase. More sales, more customer loyalty, more cohesion and collaboration. Like everything a business wants stems from their ability to master the basics. And that was all just from an impromptu lesson I learned from Kobe.