 Dave, you know, what are things that you've noticed about companies and you work with some of the biggest ones? What makes one different from the other? I think I might have mentioned feedback before and I think what How you give and get feedback is a critical for I think for for learning if you can't get feedback then it's hard to learn And I've given, you know, I've had the privilege to be asked to give feedback to different organizations and I Could I could contrast to tech companies? one in one case The company you know both large companies, but in one case the company was Felt that it had a need to defend the product. So when I was giving feedback I was hearing a lot of well, that's there was a there was a reason why we did this and you know just sort of a lot of explanations and Just I just you know felt a little bit of defensiveness from the people and in the other case I Didn't really have a sense of how the guy was receiving what I was saying But I I just knew that he couldn't get enough He kept asking me more questions and everything that I would say he would explore with me and ask deeper questions To make me really think about what was it that I was what was it that I was saying? What was it that I was feeling? Why did I feel this way and I think This is a good lesson for anyone who won't individual company small team group who wants to get feedback when you When you ask someone for feedback They want to know that you are interested in hearing their opinion They don't want to hear the explanations of why you did this or why you did that They don't want to feel that you have a need to defend the product or service They want to feel that you are really interested in what they have to say You know even if you're not even if you have reasons for the things that you do When it comes time to get feedback suspend your disbelief you know and Suspend all judgment and just focus on listening and try to see things from that person's perspective Try and empathize with their point of view. They don't know the product as well as you do they They have only maybe the vaguest or simplistic notion of what you're trying to achieve But what you want to understand is what they are trying to achieve There's a woman that I have a tremendous amount of respect for named Kathy Sierra She works on user experience and She writes about user experience and having great experiences and one of the things she told me that that always stuck with me is this idea of When you when you create a product or a service or when you write a book or for me it was writing a book But whatever you that it is that you do It's not about how awesome you are It's about how awesome you can help them to come as how it's about how awesome they are So when you're thinking about people using your product or people Customers people using your product or service And when you have conversations with them Remember the conversations are not about how awesome you are Conversations need to be about how awesome they are and how you can help them become even more awesome