trying to entertain ideas that are so stupid there's no way they can be successful right and we always right it's like the joke the thing we always say it's like what's the dumbest thing we can do that's a lot of times where when we're starting with work it's like how can we make this Dumber not how can we make it smarter right everyone's chasing sites and smarts and I always say it's like we've all gotten really good in marketing everyone's gotten really good at their job we all have best practices we all can measure things against our kpis we we are at such a optimized level that all the all the the magic gets rounded off of the off the edges right and so for us it's like what's the what's the dumbest thing we could do what's the stupidest thing how is this such a dumb idea and then start from there and try to make that idea work and then that's suddenly where really fun interesting stuff happens um you know put water in what looks like a tallboy beer can like that's a dumb idea objectively um but like it's an interesting starting place for