sure they want to get rich but they are passionate look at steve jobs, bill gates, elon musk, jeff basophilswere passionate about something that they wanted to create. they made a lot of money because they created a lot of value for other people. >> when you tell the story purpose in getting the message of an organization down to every member i've never heard the story and i think of myself as a history buff that president kennedy ran into a custodian who was mopping the floor and said what are you doing? he said i'm hoping to get a man on the moon. i struggled with this at aei so how do you get everyone on on —- in the building to be united behind one purpose he referred to them as team members but how do you do that? >> that's a good question. it's not easy first is leadership has to embody the purpose. people pay so much more attention to what you do and how you show up and what you say. in fact we have a very well at tuned antenna for hypocrisy witness the governor's faux pas in california or nancy pelosi. when we see hypocrisy people always are looking to call me a hypocrite. it's very