 For me, I think it's especially in parts of the world like this, where it's really not like a mature sort of baseline for everyone to play to. I think you have to get really comfortable making a market for yourself. And by that I mean you have to almost use language as a design tool. So don't obsess over what is user experience, what is service design, what's the difference, how do I know what the difference is? Don't worry about putting silos and boundaries around things. There is endless opportunities to do service design where Hong Kong is a great example. We don't make anything here, we don't mind anything here. Literally every single dollar that circulates in the economy is coming from services. So anything you're doing even remotely close to this space is going to involve some aspect of service design. Whether or not you can get someone to understand that service design is a thing and that it needs to be done is almost beside the point. You can tailor the language that you're using, talk in the language about what they value and then just do the design anyway and you can still create a really good opportunity for yourself.