 One of the things I learned was traditionally, when we think about building a startup, it's a three step process. It's traditionally, have an idea, build a cool thing, show people said thing, and hope they like it. That's what we've done for years. That's like the GM model, almost. Like, have an idea, build it, show them. The people will like what we tell them to like. The people will like what we tell them to like, exactly. And that's broken, because what happens is, they tell you something's wrong with it. You've already spent all this time and money, now you've got to change the thing that you've built, and that cost a lot of money. And you've already spent a lot of money to get it to where it's at. So, the real way, those same three steps, are what people should be doing. Founders should be doing those same three steps, except for take the customers from the end, and put them in the middle. Ask your hundred people first, right? Have the idea, and then go ask people, and hope they tell you no.