 I'm what I call a commercial persuader, and by that I mean I use persuasion for my job, it's part of how I write, it's part of how I make cartoons, it's part of how I write books. Above me would be cognitive scientists, people who actually study this for living. So as I say in Wimbigley, if a cognitive scientist says, hey, this chapter is wrong, believe the scientist, not me. You know, I'm commercial grade, they're science grade. And then above that, I put what I call the master persuaders. These are people who have all the tools of persuasion, but they bring something else, the either high risk appetite, or there's something about their personality that's just gigantic, in the case, in this case, Trump has both. So there are people like Steve Jobs, for example, where there's something about his willpower, his, again, appetite for risk. And other things that just normal people don't have.