reconstitute people's capacity to be somewhere and be board let their minds wander and do that non- distributivee thinking.to b >> so take your own boredom brilliant challenge. take a walk without looking at your cell phone, notice weirdho little stuff, have random thoughts, witness. lose track of time. the people the way they deserve to be loved, which is to say without a cell phone obstructing your adoration. ultimately our attention which is fine it is spent one small seemingly monday choice at a time. ensure that your tiny choices reflect your grand ambitions for how people experience you and how you experience the world. it's all you've really got. >> i'm going to maybe ask one more question and the will opene it up and see what's on your mind and then bring it back again. the stuff effort equation. talk about that it's another new balancing. >> so the stuff effort equation i think was my language that i came with it. please let me to be plagiarizing anyone on that. it's just this idea that we've come to understand that consumers has a major cause not just environmentally but in terms of our