So this is where we now start to get to the worst core of the course. You know, because I think if you actually asked a lot of people, what is why service to them, you get all sorts of different sort of descriptions. I mean, and you know, think about it in a hotel context. I mean, people talk about, you know, there's little bits of chocolate that you get on your pillow when you go to a new hotel, or, like somebody was telling me the other day, somebody has made a sworn towel that sits on the end of your bed. That's all very well and good. But what happens if the hotel doesn't feel very clean?

Or it's always dirty, or the reception experience was rubbish, all this different sort of things? So I think what we've got to do is like why services actually, is the whole thing. And actually, if we think about it, and we think about us as human beings, that we value, the basic stuff. That's the that's because that stuff is not very common, but also we it's linked to how we feel about risk and uncertainty. So, so on and so forth. So I'm me, I'm a great advocate for wow services built on being brilliant at the basics.

And throughout this course, that's one of the things we're going to be talking about is what are those basics? Because if we can get the basics right, it can build a build as the foundation to allow us to put those chocolates or the swan tiles or whatever it might be on the top of our experience to make us stand out way, way in front of everybody else. But we can't do that. If we're not brilliant at the basics first.