Let's talk about the problem or job to be done hypothesis. Now, the idea here is that there are a set of things that exist out there that your customer, your user is doing. And there's this slash, we're talking about a problem or job to be done hypothesis. Slash is kind of annoying, it's like why can't we just pick one of these terms? Well, more than a lot of these other things, this is an area where words are kind of misleading. Your subject, your colleagues may talk about this thing as a problem, a job, a habit, a desire. I mean, what problem or job does Diet Coke solve, think about that? But these things all address some kind of underlying need on the part of your persona and that's what we're trying to identify here. And we're trying to identify it in a way that is decoupled from your particular proposition because that may change, problems, jobs to be done properly factored are extremely durable, solutions are all temporary. And we want to make sure that we're linking ourselves and focusing anchoring our work in some durable problem, job, habit, desire that exists out there that we've observed, otherwise everything that we do may not matter. If we're solving a problem, a job, a habit, a desire that doesn't exist, then this thing that we're building is going to register as a zero with our user. And so for example, with Trent the technician, there's this job to be done that hypothetically our team is observed of getting replacement parts to a job site. And he has a way that he does this now, he calls the office and he gets pricing and turnaround time on the part, tells the customer, sorts it out, this exists. The before there were phones maybe he drove back to the office and looked it up in a catalog, called people on the landline, whatever. So this is defined in a way were it's not particular to our solution, it's observable or not, it's testable, and that's what you want to look at. And how do you go out, and how do you get these answers? Well, you do these subject interviews the same ones that we talked about with the persona hypothesis. So in practice, your kind of dealing with these in conjunction with each other, which is convenient and good and it gets you a lot of mileage. And what do you do with the results of this work? Well, you will see as we move to the value or demand hypothesis that it's impossible to frame a good value or demand hypothesis if we don't know what alternative we're substituting for, that's probably a pretty good way to think about it. So if we don't know what problem we're solving, what job we're doing, what habit were delivering on for our user that's bad. If we can't identify a current alternative that's a sign that we don't have this thing properly factored and we don't know what it is and we ought to go and do our homework on this and learn about it. So that we make sure that we're, A solving a problem that exists and B, we can test our value proposition in a way we're asking the right question which is is this actually better than what they have now such that it's investable for us to go build a digital solution for them, all right? So that's a bit about the problem or job to be done hypothesis. Good luck, and let's move on.