So the first little finding from this is that leaders need to be able to talk all the levels so that you can touch every person in society. But you don't leave them where you found them. Okay? Tribes can only hear one level above and below where they are. So we have to have the ability to talk all the levels, to go to where they are. And then leaders nudge people within their tribes to the next level. I'd like to show you some examples of this.