but i've done the audiobook for, the ceo of a pretty impressive company called heston's, who makes, the the world. and this project kind of came to me. it was pitched to me as this idea of sort of a new way of thinking about running a company in a new way of sort of engaging consumers with their product. and it basically is sort of removing the idea of this kind of killer be killed, antagonistic way of running a company and leading with positivity and love. and the what yan has done with his his over 100 year old company, almost 200 year old company at this point, is run the company under under those foundations of leading with positivity and treating his workers fairly and treating everybody as if they are aspirational and wanting this, this product that they provide. so it was kind of an interesting idea for me. and when they reached out to me to do it, i said, yeah, that sounds great. i'd like to be a part of that message. >> had you ever heard of this company before? and then do you think they approached you? because it's kind of the message of this book is kind of the antithesis of