What makes great content delivered digitally great? And how are we defining great? And you know speaking is fairly easy. How many of you speak? Right. Okay, so it’s…I don’t want to say the art of speaking is easy but you get up here, you do a good job, the buyer is expecting you to be entertaining, the buyer is expecting you to be engaging. And they’re expecting you to throw in a couple ideas that maybe over the cocktail hour later today people chat about. Oh that was sort of interesting, whatever. They’re not holding you nor are you expected to be held to the standard of ‘as a result of spending an hour with magical motivator one you will change your behaviors’, your team will perform better your company will produce results that are measurable. It’s just not a logical standard. Right? So the question is, how do you bake that into your content? And you need to be thoughtful along the way doing that.