Lenny: Awesome. Those are so many awesome examples. That's going to be useful for people to wrap their head around what a purpose might be. Execution wise, do you just kind of open up a Google doc and just start writing out ideas and brainstorm a little bit and just kind of keep refining with your team? Arielle Jackson: I actually stole this exercise or borrowed it from [inaudible 00:49:03] that I actually think adds some structure to that. If you do it that way and it works for you, that's awesome. But if you want to go in and go through a process to get there, what I like to do is list all of the cultural tensions that are happening in the world that are relevant to your business first. And so for Alt, that would be things like there's an increase in interest in alternatives. People who are now in their 30s are nostalgic for things that happened in the '90s There is at the time really low interest rates and people are not getting any sort of edge off of investing in the things that their parents used to invest in. So those would be examples of cultural tensions. Cultural tensions are zeitgeist, their things that your audience might be thinking of.
People who are now in their 30s are nostalgic for things that happened in the '90s There is at the time really low interest rates and people are not getting any sort of edge off of investing in the things that their parents used to invest in.