...and positioning the value of that technology to, a cohort of those ICP companies, it is there was so much regulation and red tape and ultimately budget ownership was just not there. So while there was a validated need in the market, it was not the ri

selling. Their aspirations that they have for their own career development and their own life related to technology and what they aim to gain from it overall. So you have a bit of a quadrant. And so then you're mapping by pain points and that's evide