think a little bit more about what's already happening and what are the ways that we can amplify what's already happening instead into what's already happening, as opposed to thinking more about, "How can we help you meet the next goal?" But rather thinking on a longer timescale, how can we help you do what you're doing next month, as a way to develop the partnership and the trust, and an understanding how you operate on a day-to-day basis or how you are readier during your public events or your family science nights or whatever to integrate there before moving to the next piece which is not necessarily the way that I had... It's certainly the way we... I come to understand how people are doing their work, but I don't necessarily try immediately to think about how to support them in the immediate future, but rather how to help them move to the next phase. And I think part of what I'm pulling away from this conversation that's really, really useful is how can I help you do the next thing that you already have on your calendar? And how can I make that easier for you as we develop this relationship? Before we try to turn that into something that's much bigger