 We're starting everything from the point of the consumer now, and that is a really important capability. Understanding the insights from a consumer, and we're not just trying to, this is the consumer need, let's go build for that. We're actually starting to try to delight our customer. So not just meeting a need, of course, we're always going to meet a need. But how do we go further, and how do we delight in some of it? To Adam's point is we've gone through some more personalization and pieces like that without saying too much. So I think those two things, I think the leader of the future is really one that combine that performance driven mindset with the care we need to take care of people, and at the same time, a laser focus on consumers, because at the end of the day, that's who we're here for.