You talk about why Innovations fail. So can you talk about the reasons why many Innovations fail and maybe you had some numbers around that as well. Sure. There are a few numbers that I think worthwhile remembering. I think when we talk about Innovation failures, right? I mean we being who we are we launched the world's largest, you know pricing study every other year, right? I mean the last time we did this in in 2014. I mean we do this every other year so we even had one recently but The last time we do we did this in 2014. We had about 2,000 companies participating about 40% you know, sea level respondents across 60 plus countries and we ask people, you know, are you in some sort of price compression, you know ARA do you feel any kind of price pressure 80 percent of the founders actually said or 80% the companies actually said they face some sort of price compressor pressure and he said, okay, are you in some sort of price? Or 60% actually said they're in some sort of price war and we asked them who started it 90% said the other started. This is very classic. And then we asked them this simple question about okay, how do you get out of that price compression and we gave them a long list of things they could enter whatever they wanted by far. The number one thing that came out in this kind of study was that they said they would want to monetize monetize The Innovation to get back to the you know, Glory Days and that's really the route to like successfully, you know getting out of Of this kind of price compressor Innovations, but then when we ask them, you know to what extent where your Innovation successful in the last, you know, three years as in they met Revenue profit Target. So simply even worked stunningly 72% of Innovations failed to monetize. This is the first number to keep in mind 72% but it's not just us saying it. I mean if you look at Harvard Business School, they would say eight in ten startups fail. And I think it's product management association as 67% is the number. I mean, it's Gotten to a point where people would accept, you know failure as a necessary to succeed. What we actually often see is it's not about failure or success but employing the right principles and like maximizing your chances for success is by far more important. You could probably call this a bit of like, you know fail smart or or try smart is probably how I think about it. But what we were able to see was the big Insight when we look back at all our projects was that monetizing Ation failure which goes back to your question only happen in four ways. This is actually good news. Right? I mean the 72% might sound like bad news in the scary. But the good news. Is it only fails in four ways because if it fails in many more ways than you would probably be sitting and it's a day job on a day job to find out what's wrong. Right? It's only for way. So let's talk through what those four are right. The first one is what we call as feature shocks. So these are products that are you know, simply Engineered a lot of features and if you hear things like let's just add this in our customers don't know what they want. Let's just pack the product most often you're building a feature shock and people usually say we are building a one-size-fits-all first often a one size fits. None in the sense that ADA is too much for someone or too little for another you're solving for an average customer who actually does not exist. Right? So the key is to think about this a bit more in a segment that fashion and we can come To that when we talk about some of the Frameworks and principles that we Showcase in the book, right a classic example of a feature shocked that we write about in the book is the Amazon, you know fire phone and even in a successful company like Amazon and I have deep regards for everything that they have done and innovated if you look at the fire phone, it came with a plethora of features, right? My favorite one was these four cameras which were in the phone to track your eyeball move. So that you don't need geeky glasses to get a 3D perspective. Now if you really wanted that you should think about it. Do you need it? Did you value it fundamentally where you willing to pay for it? If the answer is no which was probably the case with majority of the customers those things sound like a Nexus So within six months the phone that launched at 179 dollars was at 99 Cents and they had to write off the entire business on that particular line, right that's building a feature shock packing too much stuff that people don't need often happens in an inn. Engineering culture where you just keep adding stuff and you know, don't peel back and don't have the restrain the second way that monetizing Innovation failures happen is what we call as you know, mini vacation. So these are products that are the right product Market fit, but the entrepreneur the company simply did not have the courage to ask the right price and by far this is one of the most prevalent in a monetizing Innovation failures in the types of companies that I tend to work with especially with unicorns. Tech companies where they probably got the product Market fit, right but they simply did not have the courage to either charge the right price or they ended up educating customers that they're you know about a lower price expectation and they degraded their entire value perception that either way it's a failure if you hear things like for instance, let's just set the price here because we need to meet our targets. We are trying to grow up in volumes. Maybe you're probably on to building of innovation a classic example of this that I usually think about it. is I mean there's this company which was a you know, let's say classic Silicon Valley company building a chip and you know, they came up with a second generation of the chip which which had no parallels in the market super amazing renders, you know, all kinds of like, you know, the graphic displays and things like that in like Electronics, which is like, you know, the stuff that makes the electronics actually, you know stand out and when they you know launch the second Nation of the chip they said okay, you know what the first generation we did 65 cents. Let's just end this Innovation was fundamentally different much better. And there is this thing called Moore's Law and semiconductors where there's an expectation that the price goes down. They said now we have actually built something of value. We need to undo Moore's Law. So there let's just price it to 85 cents and there is pricey 285 send the product flew off the shelf and then when they did the postmortem of their own pricing what they found out was that these electronic companies could literally charge $50 more and consumers such as you and I when we bought those Electronics because this chip was actually rendering all of that stuff inside those electronics. And now if you say 85 cents for 50 dollars of value that ain't Fair they could have gone easily up to five dollars Now That's a classic example of a minimization where they didn't charge the right price and they just had the right product Market fit right and if it flow for if it flies off the Shelf chances are was your price too low, right? That's the second one. The third one is what we call as hidden gems. These are products that simply go against the grain of your you know company or your DNA and you kind of struggle to bring these products to Market because it just doesn't simply seem like your natural side of doing the business, but often if you don't harness these hidden gems and bring it to the market you probably miss out on that and there's a monetizing Innovation failure, right the Classic example of this is Kodak, which had the IP for digital photographs, you know back in the 70s, but never product is it because they were worried about cannibalizing the existing, you know print business and the rest is history. They probably just live in patterns right now and some way shape or form and they didn't harness this Hidden Gem, right and a Hidden Gem is often found when there's an inflection point, you know software companies trying to do Hardware Hardware companies trying to do software offline. Companies trying to go online online offline any of those kind of inflection points. Usually there's a Hidden Gem waiting to get uncovered. I mean a popular or a an example that is a positive example of a Hidden Gem just to give a flavor for this for the you know for the listeners is a company called Auto Trader in the US and also cars.com to companies that are basically both of them are, you know, two-sided Market places where a consumer can go and purchase used car vehicle. Eels from dealers right? So it's a classic two-sided Market Place between consumers and dealers and these companies it in between. Now these companies were actually founded by you know, the Chicago and Atlanta Daily newspapers, you know back in the 90s when they understood that internet and the digital is going to be a big wave and they actually created these companies at Market places. So they were one of the earliest marketplaces and they could understand this Hidden Gem and harnessed it because before this kind of way people used to only Either, you know Sunday clippings for like used car vehicles, but they found these companies now, you know, these are several multi-billion dollar companies. There are existing on their own right as a you know, Marketplace app driven company, like any other technology company selection an example of harnessing the Hidden Gem the fort monetizing Innovation failure is I think is by far my favorite is what we call as an undead. So these are products that you simply should not have, you know launch because in Classic science fiction fashion. They come back to haunt you and they and they come in two flavors, either. They are the wrong answers to the you know, right question or an answer to a question. No one cares about either way. You probably shouldn't have you know launch this out in the market and often these kind of, you know products have no no product Market fit at all, right? I mean, so the classic example is even from the, you know, recent Silicon Valley companies. That actually went through This like I don't know if you've heard about company called juice Arrow where they actually, you know manufactured like a machine that was supposed to like do this amazing thing that you could do with your bare hands and at $500. No one is going to do this. And I mean, that's an undead wrong answer to a question. No one was necessary caring about. These are the four ways monetizing Innovation failure happens, and we also write about the, you know to success criteria. Has to get to the fifth, you know category, which is the Breakthrough Innovation. And we also showcase the nine step framework to think about monetizing Innovation. Got it.