Sooner or later, all of the data people are gonna be asked to justify the value of what they're doing. Right? And that's the typical thing. Like, what is the ROI of your the thing that you're doing right now? Yeah. And, that also leads to the impact that if you only work on abstract things, often in data governance, data strategy, work on policies and strategic operating model artifacts and so on, that if they're not being made alive, they're not bringing any value. Right? They're just document they sit on SharePoints and in conference pages, etcetera, etcetera. So following the pain basing means if you want to quickly show value, then you need to solve problems. And the way to solve problems is to find them first, and that means you need to follow where the pain is because you need to find those people that are actually struggling with data problems. And pain also means that certain teams, I assume, in organizations have been dealing with the same issue all over again. Nobody was able to help them. And they got so frustrated they started doing their own workarounds that they're maintaining. Right? Shadow IT or whatever you wanna call it. Right? But it's not it's a big time investment for them, and they would love to spend that time doing something else, but doing data cleaning all the time, for example. Right? So, yeah, working with them and working with those people that are sending the pain is good because they are so frustrated with the issue that they're motivated to do anything to help solve the problem. So they would happily work with you. And they actually because they know what correct looks like, because they have done the work around themselves, they have very clear requirements. They know exactly what they're asking for too. Right? What does correct actually look like? And so you have clear requirements, you have the urgency, and you can actually assess the business impact because they are investing a lot of time. They probably have, assessed the impact over themselves. So you solve the issue. You generate value that is already before kind of defined, and you create word-of-mouth. So in many ways, that is, like, the right way. And then you hear about more pain. You can follow more pain points, and you solve more and pain relief, basically, and this is the way you generate value more and more.