alignment of purpose and profits is something that we saw so much in not only our disruptor 50 lists as we've seen more of our disruptor 50 companies um have an additional purpose in addition to profits but also on our changemakers list. There are so many women on the list who are focused on not just doing good and also doing well but aligning those two things and making sure in success they're either benefiting society or the environment etc. But wait go take me back to that moment. What was that moment in ...