What's your approach to people who are not willing to open their doors to give you the knowledge they have, which is a critical piece for you to be able to come up with the strategy? How do you approach that? I give them their time by allowing them to be my friend like you always say. You know, I think the first and foremost thing is if you start looking at someone as a target to get all the information out of them, you will never be able to have a good interview. So over of my experience of six years, one thing that I've learned in the research space is to have a very openness from your end. You need to allow yourself to be vulnerable in front of somebody else so that the other person can trust you and be more vulnerable from that. And having said that, I am also very conversational. During my interviews I chit chat and try and get insights out. But my way to do this is be very open and vulnerable in front of them.