That is, you ultimately ought to be able to go up to a white board and diagram for me or anybody else here's what a customer does from the moment they get up to when they go to work or when they're at school or something else, and here are the products they use and the car they drive and what they read, et cetera, and if you really don't have a deep understanding of that customer and where your product fits you're really going to have a hard time understanding them.