What's great about the business model canvas is it allowed us to organize our thinking not around functional organization like what is sales doing or what's marketing doing or what does our spreadsheet say but just around a series of thoughtful first guesses about who do we think our customers are and what products are we making for them, and how much are we going to charge, and that's great, and you could sit around all day or all week in your conference room figuring out what those are.