 I think there's three different levels of awareness and this is give insight into why people do things and don't do things or why people know what they should do but don't do it. And in my experience you've got a level of intellectual understanding which is the first level of awareness. Everybody knows what they should do, they just don't do what they know. Why is that? Because, you know, why does smoke a smoke? Everybody knows that, you know, every smoker knows they shouldn't smoke. You couldn't put one rational argument together you could construct as to why people should smoke. We know that. It's a fascinating addiction. So why using this as an example, I could use many others, but choosing smoking because people could relate to it I believe is something that's easy. Understanding the intellectual level of understanding doesn't mean anything. You can read the warnings on the packet, I'm still going to open it and take a cigarette if I'm a smoker. So, you know, understanding how do you lose 10 pounds or 5 pounds, everyone knows how to lose 5 pounds. It's not rocket science. So why do people still go and supersize their meal? So, intellectual level of understanding doesn't change anything. It gives you an expensive notebook if you take a seminar and have an intellectual level of understanding. That's all you walk away with. But in order to make change, to change behavior, it has to go to the next level. And the next level of understanding is what I call an emotional level of understanding and that's where, you know, you have a cigarette and you've had headaches, you go to the doctor, he says, look, we've done the blood test and these headaches, you've got a red disorder, one more cigarette, you have a fatal stroke. Now it becomes real. Well, your daughter looks you in the eye and says, daddy, I want you to walk me down the aisle and I want you to be alive to do it. She's six years old and you think, you suddenly throw your cigarettes away. And you go from an intellectual level knowing the same stuff. You haven't suddenly become more intelligent. It's the same information, but you don't have an emotional understanding of it. The penny drops, as we say. And he goes, wow, you have an emotional shift. And what that will do, it will get you to change your behavior, but it won't get you to consistently change your behavior. To have a consistent shift. In that, you need a third level of understanding, a third level of awareness. And that's what I call a cellular level or an identity shift. And the reason I say that is because the, and Tony will, Tony Robin says, it's very powerful phrase. He says, the strongest force in the human personality is the need to remain consistent with how you define yourself. In other words, your identity. So, you know, why do vegetarians not eat meat? Is it because they have different teeth? Is it because they have a different digestive system? Well, of course not. It's because their identities, IMA, vegetarian. Why do runners run? Why do they get angsty if they don't run for a week? They have the same two legs and biochemistry as you and I have. It's because their identities, IMA runner. Now, we all have many different identities. You know, I'm an entrepreneur, which means I'm unemployable. You know, I'm, you know, husband, father, you know, we all wear different identities. But unless you have a shift in identity at that level, you're not going to change behavior long term because we're always acting in accordance with how we think we should be as opposed to our identity. So as a smoker, if you have a smoker who's quit, they're likely going to start up again because they've shifted their identity to a smoker who's quit. So if I offer you a cigarette as a smoker who's quit, you're going to say, oh, no, I've quit. I'm a smoker, but I've quit. So you're engaging willpower. And the challenge with willpower, Brian, is that it always has a time limit. You know, it can help in the moment and I can have all the willpower to hang on to a ledge above a cliff. But if you come back on Tuesday, I'm not there. Right. You know, because it has a time limit. So then how do you get this identity shift? Right. Well, it's, it's understanding that what the identity is first. You know, what do you want to become? Yeah. If you change your identity to becoming a non smoker, then it's a lot easier. I offer you a cigarette and you're a non smoker. It's effortless. You're not engaged in that battle. Right. It's why I don't smoke. Right. Right. Not like, oh, I've quit. So therefore, you know, I'm struggling. I've got this sort of reconciliation of struggle and effort going on, which is always going to lead down a path of, I'm sorry, it's not going to happen. Yeah. It's never going to. So choosing your identity, having the understanding that you can choose. Yeah. I, if you want to, the difference between, oh, I want to be somebody healthy or want to being an athlete, that creates two different senses of self when you go to the gym. Okay. Wanting to be the best at what it is that you do versus being good at something creates a different sense of identity around that. Okay. So you're telling people to look at identity change for like that core, those core changes. I'd say look at who you are right now and how your behavior is associated to those identities because if you've been trying to change your behavior in the past and not been successful, then it's because you probably haven't shifted your identity at that level. You know what to do. Yeah. Sometimes you can get so frustrated. You feel motivated to want to do it, but it doesn't last because you haven't made a core shift in who you are.