I don't know if it's a tough truth, but a truth that we hear often or a misnomer we hear often is that your data has to be good to get started or perfect to get started. And the reality is it doesn't. There's this old adage that garbage in is garbage out. But if we say that we hear it all the time, our data isn't good enough to get started. We don't know how to action our data. We can't measure anything. Our data is just not good enough. That's totally false. The truth is, your data is what it is, and to start measuring it as the first step in improving it. And so getting measurement in place is really important. And then as you get better measurement, you can start to make better decisions.