I have a thing that I've been going around saying for a while and it's about context. Saying we have a tendency to focus too much on the data we have in our own bucket, right? So, being an analyst, you log into your analytics system and you look at the behavior there. But hard truths. What is the main reason why people's conversion rate dropped? It's because the competitors are doing something. but if you try to solve that problem by only looking inside your your own data, it's like trying to understand why it's wet inside your house by only looking inside your house because there's a storm going on outside, right? So, to get this, trying to solve the problem with what you have at hand, and in reality the real problem is outside. So context is the thing that we need to be much better at. And it's not just in digital analytics and business, in general. I think all data industries have a tendency to focus too narrowly on what they have available and not look outside.