interrogate those assumptions that you're making about an audience, that you "Serve." And actually taking the time, the money, the energy, to ask these audiences what exactly they need from you. Versus deciding that they need a science exhibit to inspire kids to pursue STEM. The idea is that kids aren't inspired? Kids are inspired all the time. It's the connections, from passion, to purpose to, I guess, career that gets lost. It's the support, from passionate, to purpose, to career that gets lost. And so what we've also been having conversations about, it's not just enough to inspire.