 I'm here today with Paul Pollock to talk about rainwater catchment and design for the other 90%. Paul, it's been, I think it's been over five years or so since I saw you last. It was at a venture well back when it was called the NCAA. Oh, of course. And, you know, back then and ever since then I've been struck by your passion, your drive, your critical eye, your ability to argue some very important aspects of design and work. And I'm really excited to meet with you today. In my new rainwater harvesting book, I highlight the work of spring health as an organization having real impact. And you're one of the co-founders. And just so everyone has context on your work, you're the author of Out of Poverty, the Business Solution of Poverty. Everyone should go grab one of those books. And you've met with over a thousand financially poor farmers and built businesses to serve the base of the pyramid. Is that, is that true? Yeah, but I've met in some detail with some 3,000 over 3,000 two-dollar-day families. Yeah. That's amazing. It's over a long period of time, probably at least 100 a year for 30 years. So, so incredible. And I think that, you know, your work is summed up really well in your quote, which is one of your many quotes, which is 90% of the world's designers spend all of their time addressing the problems of the richest 10%. And that before you die, you want to turn that silly ratio on its head. Can you tell us more about that quote and also what base of the pyramid means? Well, it's becoming a sort of a catchphrase, but, you know, the most significant population that has been bypassed by design is people who survive on roughly the equivalent, you know, currency of $2 a day. That's probably somewhere between two and 2.7 billion people. And the remarkable thing is that those people represent, from one perspective, remarkable new breakthrough market opportunities for business. From another perspective, it's the most significant source of some of the world's greatest problems with disproportionate contribution to climate change, population growth, environmental imbalance, conflicts and wars. You name it. It's the biggest proportion of malnourished people in that population. Just what Oliveri, because you think of, that's where the most challenging problems the planet faces is centered. So if you can take advantage of this as a business opportunity, rather than seeing it as poor people that need to be uplifted and need our help, it's really an entrepreneurial opportunity, both for many of the people themselves who are entrepreneurs, survival entrepreneurs in many cases, rather than something to hold up as an object of charitable help.