It's just a sense of denial or not even a sense of denial. Being in denial about something very important to the business. And maybe as a founder or entrepreneur, you are not seeing clearly, So finding colleagues that can be brutally honest with you. Whether that's friends, family, business partners, or other partners, it's very important. I think you can kind of self realize every day, but that is a challenge. Having outside accountability is helpful. But constantly questioning yourself and being ok with that. Taking negative feedback or even critical feedback is really valuable and important.