 Does coming up with ideas ever get easier? And the answer is absolutely not. Certainly not for me. Today I try to really explain to people that, you have to care a lot about what you're doing. You have to care about what you're selling no matter what it is. You have to find that thing about whatever you're doing, whatever you're selling that inspires you. And you've gotta find the passion points about whatever you're selling, it will be much easier to add about something if you really care about something and you believe it is good for the world and meaningful in the world. So that's the trick for me. It never gets easier, but the more you care, the easier it gets.