And that transcription factor which is usually a protein itself basically goes into the nucleus of that cell and it binds onto a special region on the DNA. And by binding onto the DNA it can either activate it can either turn on or turn off the expression of some particular type of gene. So for example, let's suppose this morphin binds onto this protein membrane that activates some type of transcription factor and then that transcription factor moves into the nucleus it binds onto the DNA and it activates some sort of gene. And by activating that gene, it creates some sort of specific protein. Now, the subsequent protein that is created can either do one of three different things. It can actually change the composition of different types of proteins found on the cell membrane of that cell.